why jtbd pyramid training?

Structure, Clarity, Strategy

Most teams talk about being customer-centric. But few have a shared structure for understanding what customers actually want—across function, identity, and emotion.

The JTBD Pyramid™ gives your team that structure. And our hands-on training gives them the skills to use it—whether you're shaping a roadmap, launching a campaign, or rethinking your innovation strategy.

Two Ways to Learn

Onsite

Option 1: Onsite Workshop

1.5 Days | In-Person | Team-Based Learning

Bring your team together for a deep, collaborative learning experience. In just 1.5 days, we’ll cover:

An introduction to Jobs-to-be-Done thinking
Deep dive into The JTBD Pyramid™
Guided group work to build real JTBD Pyramid Strategic Analyses—based on your customers and market

Perfect for product teams, innovation groups, strategy leaders, and cross-functional cohorts.

Includes:

Printed copies of The Jobs-to-be-Done Pyramid
Printed JTBD Pyramid Strategy Manual for each participant
Live instruction, facilitation, and analysis coaching

Pricing:

$24,000 flat fee for up to 18 participants (plus travel and shipping expenses)
Add up to 32 more participants (max 50 total) for an additional $950/person.

Online

Option 2: Live Online Workshop

Seven 2-Hour Sessions | Virtual | Includes 1:1 Facilitation

Prefer a flexible, distributed format? Join our live online course—ideal for individuals or remote teams. Over seven sessions, you'll learn to:

Understand all five levels of customer motivation
Identify underserved jobs across Function, Identity, and Emotion
Build a complete JTBD Pyramid Strategic Analysis
Apply it directly to product, marketing, and strategy decisions

Each participant or team also receives 1:1 facilitation outside class time to build their own analysis with expert guidance.

Includes:

Digital copies of The Jobs-to-be-Done Pyramid and The JTBD Pyramid Strategy Manual
Live instruction with Q&A
Personalized coaching to complete a JTBD Pyramid Analysis

Pricing:

$1,350 per participant (Minimum of 12 Students if company-sponsor)

what you'll accomplish

Jobs-to-be-Done is already the most proven innovation system, driving clarity and logic for product teams everywhere.

But it's time to take it to the next level, with a complete model of customer motivation.

Here's what you'll accomplish in just under two days of training:

Master JTBD Fundamentals: Understand the classic JTBD theory and its limitations

Learn How to use the JTBD Pyramid: Learn the differences of job levels and categories across the functional, identity, and emotional domains

Learn how to apply JTBD: Learn how to put the JTBD Pyramid to work for customer interviews, market definition, and strategy

How to Build Real Analyses: Create an actual JTBD Pyramid Analysis for a market and learn how to apply for innovation, marketing and sales

Align your Team: Build a shared language and mental model around customer motivation

who is this training for?

Jobs-to-be-Done has been successfully used across innovation, marketing, M&A, strategy development and even sales. Therefore, it's not surprising that many can leverage this powerful model.

Typically, this includes:

Product managers and innovation leads
Marketing and brand strategists
UX researchers and insight teams
Corporate strategy and leadership teams

ready to train your team?

Your customers are counting on you. And your competition is ready to fill in the gap.

It's critical to align your team around all customer needs, from functional, to identity, to emotion. This will provide usable strategies that are guarateed to provide practical innovation and marketing insights to build lasting loyalty.

Select the button and let's start a conversation.