Overview
Identify and frame customer jobs using the JTBD methodology, Prioritize customer jobs for effective product and marketing strategies, Develop innovative solutions aligned with high-priority customer jobs, Adapt JTBD strategies based on customer feedback and evolving trends
Product Managers and Designers, Marketing Professionals, Entrepreneurs and Innovators, Business Strategists and Analysts
No prior knowledge of JTBD needed, Basic understanding of product design or marketing is helpful, Willingness to apply practical exercises and case studies
This course contains the use of artificial intelligence. Led by Dr. Amar Massoud, a seasoned expert with decades of academic and professional experience, it combines cutting-edge AI support with human insight to deliver content that is precise, practical, and easy to follow. You’ll gain the clarity of structured learning and the confidence of being guided by a recognized authority.
Are you looking to create products and services that truly resonate with your customers? Do you want to move beyond guesswork and build solutions that directly address real-world needs? Welcome to "Using the Jobs To Be Done (JTBD) Methodology"—a comprehensive, step-by-step guide to mastering one of the most powerful frameworks for customer-centered innovation.
The JTBD methodology shifts your focus from product features to customer outcomes. Instead of asking what customers want, you’ll learn to ask what jobs they are hiring your product to do. This approach not only changes how you think about product development but also transforms your marketing, customer experience, and long-term business strategy.
In this course, we’ll break down the JTBD framework into practical, actionable steps. You’ll learn to identify and frame customer jobs using a structured approach. Through real-world examples and practical exercises, you will discover how to categorize jobs into functional, emotional, and social needs. We’ll guide you through prioritizing these jobs using a matrix that balances urgency, importance, and feasibility, helping you focus on what truly matters.
Once the high-priority jobs are identified, we’ll dive into designing targeted solutions. You’ll learn how to create innovative products and services that align with customer expectations. Additionally, we’ll explore how to use JTBD insights to craft compelling marketing messages that reflect the real challenges and goals of your audience.
Since customer needs and market trends are constantly evolving, you will also gain skills in monitoring and adapting your JTBD strategies. We’ll show you how to continuously gather feedback, track changes in customer behavior, and integrate new insights into your strategy. By maintaining a dynamic approach, you’ll ensure your solutions remain relevant and impactful over time.
Throughout the course, we’ll use the model company BrightHome Solutions to illustrate the JTBD methodology in action. You’ll see how a smart thermostat product evolves from understanding customer jobs to designing features that meet practical and emotional needs. From real-time energy tracking to automated comfort settings, every lesson will ground theory in practical application.
By the end of this course, you will be equipped to:
Identify and frame customer jobs with actionable clarity
Prioritize jobs based on their impact and feasibility
Design customer-centric solutions that address high-priority needs
Develop a monitoring plan to adapt strategies as customer expectations change
Whether you're a product manager, marketing professional, entrepreneur, or business strategist, this course will give you the tools to build products and services that genuinely matter. Join us to master the JTBD methodology and transform the way you innovate!
Dr. Amar Massoud
PhD in computer science and IT manager with 35 years technical experience in various fields including IT Security, IT Governance, IT Service Management , Software Development, Project Management, Business Analysis and Software Architecture. I hold 80+ IT certifications such as :
ITIL 4 Master, ITIL 3 Expert
ISO 27001 Auditor, ComptIA Security+, GSEC, CEH, ECSA, CISM, CISSP, CISA
PGMP, MSP
PMP, PMI-ACP, Prince2 Practitioner, Praxis, Scrum Master
COBIT 2019 Implementor, COBIT 5 Assessor/Implementer
TOGAF certified
Lean Specialist, VSM Specialist
PMI RMP, ISO 31000 Risk Manager, ISO 22301 Lead Auditor
PMI-PBA, CBAP
Lean Six Sigma Black Belt, ISO 9001 Implementer
Azure Administrator, Azure DevOps Expert, AWS Practitioner
And many more.