Uncover Struggling Moments

Identify the emotional, situational, and functional triggers that spark a customer’s search for change.

Map Customer Progress

Understand how customers move from first thought to hiring moment and continuos use.

Turn Insights into Strategy

Use JTBD insights to shape stronger positioning, messaging, and product decisions..

About the Course

You set out to build The Serenity App—a polished mindfulness product with thoughtful features. But instead of building first, you stopped to understand customer progress—why people seek mindfulness at all. What you found reshaped everything. People don’t look for meditation sessions—they look for relief from overwhelm, anxiety, exhaustion, and emotional noise. They want clarity, calm, and to feel like themselves again. Studying customer progress revealed: - the moment they say “I can’t keep doing this,” - the desires pulling them forward, - the avoidances and fears holding them back, - and the emotional outcomes they hope to feel. Then you realized progress varies by person. Using the Big Five Personality Traits, you saw that different people need different paths—some need safety, some structure, some novelty, some encouragement, some momentum. This course teaches you how to uncover all of that through a guided, interactive JTBD case study built around The Serenity App—so you design not just features, but experiences aligned with the progress people truly seek.

John Gusiff, Managing Partner, Customer Centric Solutions LLC

John Gusiff founded Customer Centric Solutions in 2002 after spending 15 years helping leading B2C, B2B, and B2B2C brands improve customer acquisition, engagement, service, and retention. He focuses on Jobs-to-Be-Done research, human-centered design, and applied behavioral science to help executives better understand customer progress and translate those insights into stronger strategy, messaging, and customer experiences. His clients have included American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

Course Curriculum

8 Chapters · 55 Lessons

  1. 1

    Introduction to Job Theory

    1. (Included in full purchase)

      Why Customers Don’t Buy Products — They Hire Them to Make Progress

    2. (Included in full purchase)

      The Fundamental Insight

    3. (Included in full purchase)

      B2C vs. B2B Study of Customer Progress

    4. Our B2C Case Study: The Serenity Mobile App Free preview
  2. 2

    The Wheel of Progress Framework

    1. The Wheel of Progress Framework Free preview
    2. (Included in full purchase)

      ChatGPT: Wheel of Progress Framework

    3. First Thought (Struggling Moment) Free preview
    4. (Included in full purchase)

      ChatGPT: First Thought/Struggling Moment

    5. Passively Looking Free preview
    6. (Included in full purchase)

      ChatGPT: Passively Looking

    7. (Included in full purchase)

      The 1st Triggering Event (Trigger to Actively Look)

    8. (Included in full purchase)

      ChatGPT: 1st Triggering Event

    9. Actively Looking Free preview
    10. (Included in full purchase)

      ChatGPT: Actively Looking

    11. (Included in full purchase)

      The 2nd Triggering Event (Trigger to Decide)

    12. (Included in full purchase)

      ChatGPT: 2nd Triggering Event

    13. Deciding (Trade-off Decisions) Free preview
    14. (Included in full purchase)

      ChatGPT: Deciding (Trade-off Decisions)

    15. Hiring / Firing Event Free preview
    16. (Included in full purchase)

      ChatGPT: Hiring/Firing Event

    17. Consuming Free preview
    18. (Included in full purchase)

      ChatGPT: Consuming

    19. Continuous Use Free preview
    20. (Included in full purchase)

      ChatGPT: Continuous Use

    21. (Included in full purchase)

      QUIZ: The Wheel of Progress

  3. 3

    Solutions and Constraints

    1. (Included in full purchase)

      Solutions

    2. (Included in full purchase)

      ChatGPT: Solutions

    3. (Included in full purchase)

      Constraints

    4. (Included in full purchase)

      ChatGPT: Constraints

    5. (Included in full purchase)

      QUIZ: Constraints

  4. 4

    Forces and Desires related to Switching Behavior

    1. (Included in full purchase)

      Forces and Desires

    2. (Included in full purchase)

      ChatGPT: Forces and Desires

    3. (Included in full purchase)

      Switching Behavior (Forces and Desires)

    4. (Included in full purchase)

      ChatGPT: Switching Behavior

    5. (Included in full purchase)

      QUIZ: Forces and Desires

  5. 5

    Customer Jobs, Pains, and Gains

    1. (Included in full purchase)

      Customer Jobs-to-be-done (JTBD)

    2. (Included in full purchase)

      ChatGPT: Customer Jobs and Job Types

    3. (Included in full purchase)

      Pains and Gains

    4. (Included in full purchase)

      ChatGPT: Pains and Gains

    5. (Included in full purchase)

      QUIZ: Jobs, Pains and Gains

  6. 6

    JTBD as a Process

    1. (Included in full purchase)

      JTBD Principle: The JTBD is Stable over Time; Solutions Come and Go

    2. (Included in full purchase)

      The JTBD is Stable over Time - Listening to Music that Fits My Mood

    3. (Included in full purchase)

      JTBD as a Process (Universal Map)

    4. (Included in full purchase)

      ChatGPT: JTBD as a Process (Achieving Mindfulness)

    5. (Included in full purchase)

      QUIZ: Comparing JTBD Frameworks

  7. 7

    JTBD informed Synthetic Persona

    1. (Included in full purchase)

      Synthetic Persona

    2. (Included in full purchase)

      The Five Big Personality Traits

    3. (Included in full purchase)

      QUIZ: Five Big Personality Traits

    4. (Included in full purchase)

      ChatGPT: Synthetic Persona using Big 5 Traits

  8. 8

    Product Marketing through JTBD Perspective

    1. (Included in full purchase)

      Product vs Language Market Fit

    2. (Included in full purchase)

      The Now You Can TEST - Homepage

    3. (Included in full purchase)

      The Now You Can TEST - Mobile App

    4. (Included in full purchase)

      QUIZ: Now You Can TEST

    5. (Included in full purchase)

      Landing Page Framework (Key Components)

    6. (Included in full purchase)

      ChatGPT: Landing Page Content

What People Are Saying

Discover how our course has transformed businesses and helped professionals like you succeed in understanding and fulfilling customer needs.

”
The depth of material John shares on the JTBD framework—and the way he makes it approachable—clearly reflects his experience. Integrating ChatGPT to explore and test different scenarios also provides a compelling example of how technology can help pre-validate human-centered case studies. ⭐⭐⭐⭐⭐
Jose

UX Lead Designer, Ludicrum

As a CX practitioner, I wanted to deepen my understanding of the Jobs to Be Done (JTBD) methodology to better understand customer needs. This training delivered—combining a strong overview of JTBD frameworks with hands-on practice, including how to leverage ChatGPT in the process. I now have a clear approach for mapping customer jobs, identifying unmet needs, and prioritizing impactful solutions. Highly recommended for anyone looking to apply a proven, customer-centric methodology. ⭐⭐⭐⭐⭐ - Excellent
Michael M.

Manager Experience Management, Travelers

As a UX leader, I looked for a platform for JTBD that would allow me to use AI to add to my design practice. What I walked out with was a more comprehensive toolset. Scalable, flexible and practical. UX designers, in a variety of design roles, will be able to bring this into their disciplines quickly with immediate results. Results that will give them the material they often lack, whether in tactical or conceptual projects. ⭐⭐⭐⭐⭐
Michael

Senior Experience Design Manager, ex-Wells Fargo, UBS, Credit Suisse

”
This course gave theory AND practical exercises to start to use the knowledge from the course. It was more of an interactive approach, rather than a lecture. Much better for being able to use JTBD in my work world. ⭐⭐⭐⭐⭐
Lisa

Principle UX Design & Strategist, TCS

”
I learned how to integrate ChatGPT into JTBD research to uncover customer progress and turn those insights into stronger GTM messaging. Well worth the investment! ⭐⭐⭐⭐⭐
Carla

Product Marketing

I really enjoyed the course. Combining the JBTD framework with AI was a really nice (and interesting) touch. As a podcast host of Human-Centered AI and a user researcher, I found this course to be useful from both perspectives. Thank you so much, John! ⭐⭐⭐⭐⭐
Yan

User Researcher Lead · Human-Centered AI

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