This course is designed to help professionals adopt the Jobs to Be Done (JTBD) framework, shifting from an inside-out approach to a customer-centric mindset. By mastering JTBD, learners will gain the skills to identify and solve real customer problems, ensuring that products and services align with their core needs.
JTBD Playbook: Align Strategy with Customer Needs
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JTBD Playbook: Align Strategy with Customer Needs
Instructor: Packt - Course Instructors
Included with 
Gain insight into a topic and learn the fundamentals.
Intermediate level
Recommended experience
1 week to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
Identify and map customers' core Jobs to Be Done to uncover high-impact opportunities
Formulate value propositions and product roadmaps that align teams around real customer goals
Integrate JTBD insights with agile, lean, and design thinking practices to drive continuous innovation
Skills you'll gain
Details to know
Shareable certificate
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Recently updated!
November 2025
Assessments
8 assignments
Taught in English
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There are 8 modules in this course
In this section, we trace JTBD origins, compare divergent schools, extract core principles, and apply the framework to classify customer feedback, unite teams, and drive evidence-based product strategy.
What's included
2 videos4 readings1 assignment
In this section, we dissect JTBD elements to model customer needs, craft precise job statements, and arrange them hierarchically to scope innovation projects and steer product strategy toward measurable outcomes.
What's included
1 video7 readings1 assignment
In this section, we conduct Jobs and Switch interviews, apply the Four Forces to uncover motivations, and map job processes, enabling teams to align product decisions with actionable customer insights
What's included
1 video7 readings1 assignment
In this section, we conduct JTBD interviews to surface unmet needs, craft goal-based personas, and benchmark competing solutions, producing an evidence-based value proposition that grounds product strategy in customer value.
What's included
1 video7 readings1 assignment
In this section, we build a JTBD-driven roadmap, translate insights into job stories, architect solutions, and design experiments to validate hypotheses, aligning teams around unmet needs and reducing innovation risk.
What's included
1 video9 readings1 assignment
In this section, we map consumption journeys with JTBD, design onboarding for faster time-to-value, and analyze churn signals to boost retention. We demonstrate practical methods aligning solutions with customer contexts
What's included
1 video8 readings1 assignment
In this section, we use the JTBD framework to decode disruption, craft a jobs-based growth matrix to prioritize innovation, and organize cross-functional teams around actionable customer jobs for resilient value.
What's included
1 video7 readings1 assignment
In this section, we apply JTBD frameworks to surface outcome-driven insights, combine methods into practical recipes for product launches and optimizations, and learn to evangelize this customer-centric mindset across teams.
What's included
1 video5 readings1 assignment
Instructor
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Frequently asked questions
Yes, you can preview the first video and view the syllabus before you enroll. You must purchase the course to access content not included in the preview.
If you decide to enroll in the course before the session start date, you will have access to all of the lecture videos and readings for the course. You’ll be able to submit assignments once the session starts.
Once you enroll and your session begins, you will have access to all videos and other resources, including reading items and the course discussion forum. You’ll be able to view and submit practice assessments, and complete required graded assignments to earn a grade and a Course Certificate.
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