Mastering Jobs-To-Be-Done Interviews
Learn everything you need to start conducting Jobs-to-be-Done interviews for your products
You'll take a deep dive into the tools that we use to unpack a purchase and get at the information that we need to make confident product and marketing decisions.
Expect to spend around 6 hours completing the course.
Chris Spiek, Bob Moesta & Ervin Fowlkes
Lecture 1: What to expect from this course
Lecture 2: What is Jobs-To-Be-Done?
What is Jobs-to-be-Done (Slides)
Lecture 3: Who is Jobs-To-Be-Done for?
Lecture 4: Why Study Switching Behaviour?
Lecture 5: How does Jobs-To-Be-Done relate to Disruption?
Lecture 6: Interview #1 Sarah and the Laptop Bag
Lecture 6 Download: Sarah B
BONUS* Sarah Interview with Visual Notes.
Lecture 7: Understanding the Forces Diagram
Quiz 1: The Forces Diagram Quiz
Lecture 8: Tactical Practice with Chris
The Forces Diagram (PDF)
Lecture 9: Interview #2 Marc and the Bottle of Wine
Lecture 9 Download: Marc Wine Interview
Lecture 10: Homework: Your First Jobs-To-Be-Done Interview
Your First Jobs-To-Be-Done Interview Slides
Lecture 11: Interview De-Brief Text
Lecture 12: Understanding The Struggling Moment
Lecture 13: How to set up an interview using the Documentary Intro
Lecture 14: The Timeline Tool
Lecture 15: Using the Timeline as a note taking Tool
Lecture 16: The 3rd Interview Brian and the mattress
Quiz 2: The Timeline Quiz
Lecture 17: Homework: Conduct your second Jobs-to-be-Done Interview and use the Timeline
Lecture 18: Interview De-Brief Text
Lecture 19: Taking a closer look at how the Job gets shaped
Lecture 20: The Satisfaction Phase
Lecture 21: Keep an Open Mind
Lecture 22: Connect the Wrong Dots
Lecture 23: It's Good to Have an Interview Partner
Lecture 24: A Word on Psychological Evaluation
Lecture 25: The Big Hire vs The Little Hire
Lecture 26: Their Story Their Language
Lecture 27: How to Unlock Memories
Lecture 28: The Pause and Recant
Lecture 29: Course Wrap-Up
Lecture 30: Final De-Brief Text
I've spent a fair amount of time doing custdev style interviews and while they've been useful, I've never gotten as much insight from customer interviews as ...
Read MoreI've spent a fair amount of time doing custdev style interviews and while they've been useful, I've never gotten as much insight from customer interviews as I have until I started applying what I learned in this course. Love this course!
Read LessThe premise of the course is this: asking people what they'd like in a product doesn't work. Instead, you can get them to recall a purchase, a conversion, a ...
Read MoreThe premise of the course is this: asking people what they'd like in a product doesn't work. Instead, you can get them to recall a purchase, a conversion, a switching moment, so you can figure out the deeper reasons that made them choose to part with money or part with their other option and go with what you have. This course shows you an interview technique, and it's really effective if you apply what they teach you: to "unpack" the motivations, you really have to know how to dig! I thought these guys gave some good tips to do that, and the course is designed to progressively take you through the concepts. For me, I found it helped me build empathy for the "buyer" so that I can know how to get to a place where we both win, with less guess work. To me, this is kind of a big deal, and I've been recommending the course to my friends and colleagues.
Read LessI did the live Switch Workshop with the guys from The Rewired Group and loved it, their stuff is groundbreaking. After receiving the training, our next big c...
Read MoreI did the live Switch Workshop with the guys from The Rewired Group and loved it, their stuff is groundbreaking. After receiving the training, our next big challenge was bringing the rest of the people in my team up to speed, so we could use these tools in our customer development efforts. We bought this course specifically with that job in mind and all I have to say is that within the first week of starting the course they were already successfully doing live interviews with customers. If you can’t do the live Switch Workshop, this is a fantastic replacement.
Read LessEasy to watch and digest, this is an excellent course on the interview process to understand the job-to-be-done. You'll come away with a clear understanding ...
Read MoreEasy to watch and digest, this is an excellent course on the interview process to understand the job-to-be-done. You'll come away with a clear understanding of the process, a framework to use in interviews as well as lots of tips, hints and examples to forward your knowledge. If you're remotely interested in the JTBD approach, do this course!
Read LessThis course is AWESOME. Though the class is pricey, it is absolutely worth every penny. This course gave me the vocabulary and frameworks that I need to trul...
Read MoreThis course is AWESOME. Though the class is pricey, it is absolutely worth every penny. This course gave me the vocabulary and frameworks that I need to truly understand what consumers are thinking and how to develop better products for them. I fully believe that JTBD will take over the business in the same way the Lean Startup movement has, only not very many people understand JTBD, so get on the cutting edge NOW and use JTBD to your advantage. Have any questions? Please reach out to me and I will tell you why this class is totally worth it. alexanderplumley@gmail.com
Read LessI love JTBD and it's having a big impact on the way I think about building product and engaging with my users. This course has a ton of great content, but to...
Read MoreI love JTBD and it's having a big impact on the way I think about building product and engaging with my users. This course has a ton of great content, but to be honest the production quality was a little weak and the structure was disjointed. The whole "I got these guys in a room because they are so busy" schtick felt like a cop-out by the instructors and kinda made it feel like they didn't want to bother spending the time really think through the delivery and structure. The content was so good I can't give less than 4 stars, but I really wish this was produced in a less ad-hoc way.
Read Less