Mastering Jobs-To-Be-Done Interviews

Learn everything you need to start conducting Jobs-to-be-Done interviews for your products | taught by Chris Spiek, Bob Moesta & Ervin Fowlkes Watch Intro Video

Is this course right for you? This video will help you decide.

Add Jobs-to-be-Done to Your Bag of Tricks

You'll learn using actual interviews that we've conducted with consumers who have bought things like laptop bags, mattresses, and bottles of wine. After all, the best way to learn is by unpacking real decisions that consumers have actually made.

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.


What are the requirements?

  • It's helpful if you have a product that you're working on in mind that you can use as a reference point throughout the course. As you go through each lesson think about how you can (or will) apply the learnings to your own projects and feel free to ask questions about how the content applies to your project, industry, market, business, or question that you're trying to answer.


What am I going to get from this course?

  • Over 30 lectures and 5 hours of content.
  • By the end of the course, you will be able to conduct Jobs-to-be-Done interviews with consumers .
  • You'll understand how to get to the real causality of why a consumer shops and buys.
  • You'll gain a keen understanding of when to accept what a consumer is saying as fact, and when to challenge, push back, and dig for the truth.
  • You'll understand why consumer satisfaction is important, but why it fails us when we're developing new products.
  • You'll have an in-depth understanding of the two key Jobs-to-be-Done tools, the Timeline and the Progress Making Forces Diagram.


Chris Spiek, Bob Moesta & Ervin Fowlkes
Chris Spiek, Bob Moesta & Ervin Fowlkes

Chris Spiek, Partner at The Re-Wired Group

I'm a Partner and Co-Founder at The Re-Wired Group, an innovation consultancy focused on enabling R&D functions within Fortune 500 companies to develop products that consumers love to buy and use.

Through the use of short, fast consulting engagements, and the incredibly popular one-day Switch Workshop , I teach people how to think differently about their consumers, and show them how to understand what motivates people to shop and buy.

I've been studying, refining, and applying Jobs-to-be-Done across a wide variety of industries for over 10 years (software, education, consumer-packaged-goods, healthcare, e-commerce, etc).

Tune into my podcast, Jobs-to-be-Done Radio, on iTunes each week to hear Bob Moesta and I apply JTBD to different product development and marketing challenges (and hear about how companies like 37signals and others are applying the JTBD framework!).


Bob Moesta, Partner at Rewired Group

I am an Innovator (JTBD Method), a Product Developer (+1000 new products), a Businessman (5 Startups), a Mentor, a Student, and a Citizen. I believe there are more opportunities and need for change at hand today than there has been in a long time. The opportunity for change is really about personal INNOVATION. It is time for the world to take full advantage of the over-supply of technology and learn to INNOVATE by applying this technology in new and unique ways.

I have been blessed with the opportunity to work directly with some great mentors in Clayton Christensen, Dr. Genichi Taguchi, W. Edwards Deming, and many others.

I was fortunate enough to have been born with a disability in the public's eye, but blessed with a very unique ability in others. This leads me to take a different approach to innovation. I think visually; I mean in HD slow motion, all the time. I can recall any moment in time and slow it down. I do not read like we are taught in school, but i have learned to make a movie with a "group of words." For me, everything is in motion all the time. I have developed this ability and used it to create, manage and commercialize over 1000 different products, technologies, software, and services. I have started, built and sold 4 startups and now I'm starting my 5th. (to my wife's heavy sigh).

After some urging by Clay Christensen at HBS in 2009, Chris Spiek and I started The Re-Wired Group in Detroit Michigan.

I know we can not do this alone. I am passionate about conversing, sharing, and learning.

Specialties: "Jobs-to-be-Done" (JTBD), Innovation Management, New Product Development, User Interface Design, Experience Design, Robust Design, Business Model Design, Portfolio Management, Product Line Architecture, Sales, Marketing, Competitive Strategy, Marketing Research, Branding, Start-ups, Sales Management, Design of Experiments, Data architecture, Data Analysis, Time Management.


Ervin Fowlkes, Jobs-to-be-Done Associate and Evangelist

I am a JTBD Associate and Evangelist, As Evangelist it is my calling to pass along and spread the Jobs-To-Be-Done framework. As an Associate I help organizations that are frustrated with their inability to “guess” what their customer’s want. I run JTBD research studies to investigate the causal mechanisms of why people buy their products on a Social, Emotional and Functional level.

As Chris and Bob spend so much time in the field helping clients, I was brought on board to maintain and produce projects that would help spread the word. I am very excited about the online course we are launching and have many more items I can’t wait to debut.

I've been studying, refining, and applying Jobs-to-be-Done across a wide variety of industries for over 3 years (software, consumer-packaged-goods, healthcare, e-commerce, etc).

You can also hear me on our podcast, Jobs-to-be-Done Radio, on iTunes each week to hear how we apply JTBD to different product development and marketing challenges (and hear about how companies like 37signals and others are applying the JTBD framework!).

Course Curriculum

Section: 1 - Introduction to Jobs-To-Be-Done
25:35
Lecture 1: What to expect from this course
Lecture 2: What is Jobs-To-Be-Done?
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?
Show Content
Section: 2 - The First Sample Interview: Laptop Bag Jobs-to-be-Done
100:55
Lecture 6: Interview #1 Sarah and the Laptop Bag
Lecture 6 Download: Sarah B
Show Content
Section: 3 - A Powerful JTBD Tool: The Forces Diagram
31:08
Lecture 7: Understanding the Forces Diagram
Quiz 1: The Forces Diagram Quiz
Lecture 8: Tactical Practice with Chris
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Section: 4 - The Second Sample Interview: Wine Jobs-to-be-Done
75:19
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
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Section: 5 - Time to do your first Jobs-to-be-Done Interview!
Lecture 11: Interview De-Brief Text
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Section: 6 - The Struggling Moment
22:59
Lecture 12: Understanding The Struggling Moment
Lecture 13: How to set up an interview using the Documentary Intro
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Section: 7 - Another Powerful JTBD Tool: The Timeline
76:07
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
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Section: 8 - Time to do your Second Interview!
00:32
Lecture 17: Homework: Conduct your second Jobs-to-be-Done Interview and use the Timeline
Lecture 18: Interview De-Brief Text
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Section: 9 - The Active vs Passive Phase and Satisfaction
10:30
Lecture 19: Taking a closer look at how the Job gets shaped
Lecture 20: The Satisfaction Phase
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Section: 10 - Tips and Techniques
11:13
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
Show Content
Section: 11 - Conclusion & Wrap-Up
00:54
Lecture 29: Course Wrap-Up
Lecture 30: Final De-Brief Text
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Reviews (14)

Great content, Ok presentation

by Stevie Clifton
I 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.

It helped me build empathy

by Medtech Medtech
The 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.

Trained the rest of my team in just a week

by Martin Siniawski
I 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 More

Great content, Ok presentation

by Stevie Clifton
I 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.

It helped me build empathy

by Medtech Medtech
The 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.

Trained the rest of my team in just a week

by Martin Siniawski
I 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.

If you're interested in Jobs-to-be-done, you have to do this course!

by Suzanne Alderson
Easy 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!

AMAZING COURSE

by Alex Lumley
This 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

It's helping us get extremely insightful customer interviews

by Ruben Gamez
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 I have until I started applying what I learned in this course. Love this course!