Uncover Business Struggling Moments

Identify the operational, strategic, and organizational triggers that spark a company's search for a new solution.

Map Buyer & Customer Progress

Understand how companies move from first awareness to evaluation, buying decisions, adoption, and expansion.

Turn Insights into GTM Strategy

Use JTBD insights to shape positioning, messaging, onboarding, and product decisions that drive adoption and growth.

About the Course

You set out to build a cybersecurity solution — packed with advanced features, dashboards, and threat detection capabilities. But instead of building first, you stopped to understand customer progress — why companies seek cybersecurity protection in the first place. What you found reshaped everything. Organizations don’t look for security tools — they look for confidence, protection, and peace of mind in an increasingly risky digital world. They want to prevent breaches, protect their reputation, meet compliance requirements, and ensure their business can grow safely. Studying customer progress revealed: the moment leaders say "We can't afford to risk a breach," the triggers that create urgency — compliance, customer demands, growth, the anxieties holding teams back — complexity, cost, implementation risk, and the outcomes they hope to achieve — confidence, resilience, and trust. Then you realized security needs vary by role and organization. A startup CTO wants fast protection without slowing development. A CIO at an enterprise needs governance, compliance, and visibility. A Head of Security wants proactive detection and rapid response. A CEO wants confidence that the company’s reputation is protected. Using Jobs-to-Be-Done, you discover that different stakeholders need different paths to safeguarding their company. Some need simplicity. Some need control. Some need automation. Some need visibility. Some need reassurance. This course teaches you how to uncover all of that through a guided, interactive JTBD case study focused on safeguarding companies from cybersecurity threats — so you design not just security features, but solutions aligned with the progress organizations 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

9 Chapters · 73 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 Core Insight (Progress)

    3. (Included in full purchase)

      B2C vs. B2B Study of Customer Progress

    4. (Included in full purchase)

      The Dark Funnel

    5. Our B2B Case Study: Cybersecurity Solution Free preview
    6. Key Research Findings supporting the B2B "Dark Funnel" Free preview
  2. 2

    The Wheel of Progress Framework

    1. The Wheel of Progress Framework Free preview
    2. How Wheel of Progress® Illuminates the Dark Funnel Free preview
    3. (Included in full purchase)

      ChatGPT: Wheel of Progress Framework

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

      ChatGPT: First Thought/Struggling Moment

    6. (Included in full purchase)

      Passively Looking

    7. (Included in full purchase)

      ChatGPT: Passively Looking

    8. (Included in full purchase)

      The 1st Triggering Event (Trigger to Actively Look)

    9. (Included in full purchase)

      ChatGPT: 1st Triggering Event

    10. (Included in full purchase)

      Actively Looking

    11. (Included in full purchase)

      ChatGPT: Actively Looking

    12. (Included in full purchase)

      The 2nd Triggering Event (Trigger to Decide)

    13. (Included in full purchase)

      ChatGPT: 2nd Triggering Event

    14. (Included in full purchase)

      Deciding (Trade-off Decisions)

    15. (Included in full purchase)

      ChatGPT: Deciding (Trade-off Decisions)

    16. (Included in full purchase)

      Hiring / Firing Event

    17. (Included in full purchase)

      ChatGPT: Hiring/Firing Event

    18. (Included in full purchase)

      Consuming

    19. (Included in full purchase)

      ChatGPT: Consuming

    20. (Included in full purchase)

      Continuous Use

    21. (Included in full purchase)

      ChatGPT: Continuous Use

    22. (Included in full purchase)

      Key Takeaways: Cycle of Customer Progress

    23. (Included in full purchase)

      QUIZ: Wheel of Progress® Framework (Dark Funnel)

  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

    6. (Included in full purchase)

      Key Takeaways: Solutions and 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 (Safeguarding Company)

    5. (Included in full purchase)

      QUIZ: Comparing JTBD Frameworks

  7. 7

    B2B Buyer Types and Profiles

    1. (Included in full purchase)

      B2B Buyer Types

    2. (Included in full purchase)

      ChatGPT: B2B Buyer Types

    3. (Included in full purchase)

      QUIZ: B2B Buyer Types

    4. (Included in full purchase)

      Five Rings of B2B Buyer Insights(TM)

    5. (Included in full purchase)

      ChatGPT: Five Rings of B2B Buyer Insights(TM)

    6. (Included in full purchase)

      The Cycle of Progress by B2B Buyer Type

    7. (Included in full purchase)

      ChatGPT: Cycle of Progress by B2B Buyer Type

    8. (Included in full purchase)

      B2B Buyer Persona

  8. 8

    Product Market Fit vs. Language Market Fit

    1. (Included in full purchase)

      Finding Product Market Fit

    2. (Included in full purchase)

      Product vs Language Market Fit

    3. (Included in full purchase)

      The Now You Can TEST

    4. (Included in full purchase)

      Now You Can TEST - First Thought and Passively Looking

    5. (Included in full purchase)

      Now You Can TEST - !st Triggering Event and Actively Looking

    6. (Included in full purchase)

      Now You Can TEST - 2nd Triggering Event and Deciding

    7. (Included in full purchase)

      QUIZ: Now You Can TEST

  9. 9

    BONUS: Business Model Canvas and B2B Value Proposition

    1. (Included in full purchase)

      The Business Model Canvas

    2. (Included in full purchase)

      A great B2B Value Proposition

    3. (Included in full purchase)

      A Single Statement - B2B Value Proposition

    4. (Included in full purchase)

      Expanded B2B Value Proposition

    5. (Included in full purchase)

      B2B Value Proposition - TransAlta

    6. (Included in full purchase)

      ChatGPT: Most Critical B2B Elements of Value

    7. (Included in full purchase)

      ChatGPT: B2B Elements of Value (Cycle of Customer Progress)

    8. (Included in full purchase)

      QUIZ: B2B Value Proposition

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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