Customer Discovery with the JTBD Pyramid™
A Course for Product Managers, Researchers and Engineers
Stop GUESSING What Customers Want, Start DISCOVERING What They NEED
Master the framework that transforms messy feedback into clear, prioritized product strategies.
Product managers waste months chasing the wrong features because traditional research methods miss what customers truly need. This course teaches you a systematic approach to uncover, structure, and prioritize customer needs with confidence—so you can build products people actually want.
The Discovery Problem Every Product Manager Faces
The Problem
A DIFFICULT SPOT
You (maybe) conduct customer interviews. You collect feedback. You analyze survey results. But when it's time to decide what to build, you're still drowning in:
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Scattered opinions that contradict each other
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Vague feedback like "make it easier" or "I want it faster"
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Conflicting data from multiple sources
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Anxiety about whether you're building the right thing
Traditional discovery methods leave you with messy qualitative data and no clear path from customer conversations to confident product decisions.
The Solution
A SYSTEM THAT TRANSFORMS CHAOS INTO CLARITY
The JTBD Pyramid™ provides the structured approach you've been missing. This course teaches you to:
✓ Capture customer needs systematically across all five levels of motivation—from functional tasks to emotional desires
✓ Translate raw feedback into precise, measurable need statements that teams can act on
✓ Prioritize with confidence using quantitative ranking methods that identify true opportunities
✓ Synthesize multiple sources to find the real signal in noisy data
You'll move from "I think customers want this" to "I know this is the highest-priority need based on evidence."
Three Key Benefits of Customer Discovery with the JTBD Pyramid™
1. Make Evidence-Based Decisions
Stop relying on gut feel or the loudest voice in the room. Build products based on structured, defensible customer insight.
2. Gain Stakeholder Credibility
Present findings that executives, engineers, and marketers can trust. Be seen as the strategic thinker who brings clarity to complexity.
3. Accelerate Time-to-Insight
Use proven templates and tools that streamline discovery. Spend less time interpreting data and more time building great products.
What You'll Learn:
Customer Discovery with the JTBD Pyramid™
Course Curriculum
Module 1: Classical JTBD Foundations
Understand the core principles of Jobs-to-be-Done and why traditional market research often misses the mark.
You'll learn to:
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Understand customer language
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Define markets by the jobs customers are trying to accomplish
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See markets accurately, through a customer's lens
Module 2: The JTBD Pyramid™ Framework
Discover the five-level framework that reveals the complete spectrum of customer motivations, from functional tasks, to desired identities and emotions.
You'll learn to:
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Map customer needs across Product Jobs, Core Jobs, Role Identity, Image Identity, and Emotional Jobs
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Understand why customers buy based on who they want to be, not just what they want to do
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Apply the Pyramid structure to organize complex customer feedback
Module 3: Job Mapping
Learn to break down customer jobs into their component steps, revealing hidden opportunities for innovation at each stage.
You'll learn to:
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Create job maps that show the complete customer process
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Identify pain points and unmet needs at each step
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Spot opportunities that competitors miss
Module 4: Writing Customer Need Statements
Transform vague feedback into precise, actionable need statements for product and marketing teams.
You'll learn to:
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Write need statements that will be valid for many years
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Structure needs for measurability and clarity
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Avoid common mistakes that lead to customer-focused statements
Module 5: Preparing to Conduct Customer Interviews
Set yourself up for discovery success with proper interview planning and preparation.
You'll learn to:
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Design discussion guides that ensure results
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Craft a customer sample plan to cover the breadth of needs faster than those using common ad hoc methods
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Create an environment for honest, revealing conversations
Module 6: Conducting Customer Interviews
Master the art and science of customer interviews using JTBD Pyramid™ principles.
You'll learn to:
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Ask questions that reveal functional, identity, and emotional motivations
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Probe beyond surface-level responses
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Create an environment for customers to share as much as possible
Module 7: Ranking Opportunities
Move from qualitative insights to quantitative prioritization using proven survey methods.
You'll learn to:
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Design surveys that measure importance and satisfaction
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Calculate opportunity scores to identify gaps
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Present rankings that stakeholders trust
Module 8: Synthesizing Insights
Bring it all together - combining multiple research sources into a coherent, prioritized view of customer needs.
You'll learn to:
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Triangulate data from interviews, surveys , and other sources
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Resolve contradictions and find the true signal
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Build a prioritized needs inventory that your team can rally around
Customer Discovery with the JTBD Pyramid™:
What You'll Walk Away With
By the end of this course, you'll be able to:
✓ Conduct systematic customer discovery using The JTBD Pyramid™ framework
✓ Transform messy qualitative data into structured, prioritized insights
✓ Present findings with confidence that earn stakeholder trust and alignment
✓ Make evidence-based product decisions instead of relying on opinions
✓ Accelerate your discovery process using proven templates and tools
INCLUDED: The JTBD Pyramid™ Lite Toolset
Every student receives access to the JTBD Pyramid™ Lite toolset—practical Excel-based tools you can start using immediately:
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JTBD Pyramid Analysis Workbook Template
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Job Mapper Lite
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JTBD Pyramid Sample Builder Lite
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The Pyramid Prompter Lite
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Adjacency Builder
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The Trident Translator
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The Decision Command Center
Note: Lite versions are designed for individual learning and practice. Enterprise tool licensing available separately
Who Should Take
Customer Discovery with the JTBD Pyramid™?
This training is for product professionals who must understand what their customers truly need - and translate that insight into confident product decisions
Product Managers
You're responsible for defining what to build, but struggle to cut through conflicting feedback and stakeholder opinions. You need a systemic way to discover, structure, and prioritize customer needs with confidence.
This course helps you:
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Make evidence-based decisions instead of relying on gut feel
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Gain credibility with executives and engineering teams
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Become the strategic thinker to brings clarity to complexity
Product Leaders & Directors
You oversee multiple products or teams and need a consistent methodology for customer discovery across your organization. You want your team to speak a common language about customer needs.
This course helps you:
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Establish systematic discovery practices across your teams
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Ensure product decisions are grounded in real customer insight
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Build a culture of evidence-based product development
Engineers & Technical Leads
You want to build products that matter, not just implement features handed down from above. You need to understand the "why" behind product decisions and contribute to strategic direction.
This course helps you:
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Connect technical decisions to real customer needs
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Participate meaningfully in product strategy decisions
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Understand the deeper motivations driving product requirements
UX Researchers and Designers
You conduct user research but struggle to bridge the gap between insights and product priorities. You want you research to directly influence what gets built.
This course helps you:
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Structure research findings for maximum product impact
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Collaborate more effectively with product management
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Demonstrate the strategic value of user research
This Course is Ideal If You...
✓ Conduct customer interviews or surveys but struggle to translate findings into clear priorities
✓ Feel overwhelmed by conflicting feedback from different customer segments
✓ Need to justify product decisions to stakeholders with evidence, not opinions
✓ Want to move faster from research to actionable product direction
✓ Seek a systematic framework that your entire team can adopt
✓ Are tired of building features that customers don't actually value
✓ Want to elevate your role from "feature taker" to strategic product thinker
Real-World Scenarios Where This Training Applies
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When planning a new product or major feature: Conduct discovery to ensure you're solving real customer needs before investing in development.
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When prioritizing a backlog: Use structured needs and opportunity scores to decide what to build next based on evidence, not politics.
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When entering a new market: Systematically understand a new customer segment's jobs, needs, and priorities.
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When validating product-market fit: Confirm that your product strategy aligns with what customers truly value across all five levels of the JTBD Pyramid™.
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When aligning cross-functional teams: Create a shared understanding of customer needs that marketing, engineering, and sales can all rally around.
Not Sure If This Is Right For You?
This course is NOT for:
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Teams looking for quick shortcuts without systematic rigor
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Those who prefer opinion-based decision making over evidence
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Organizations not willing to invest time in understanding customers deeply
This course IS for:
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Professionals committed to customer-centered product development
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Teams ready to adopt a structured discovery methodology
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Leaders who want to make better product decisions based on real insight that marketing, engineering, and sales can all rally around.
A Practical, Hands-on Learning Experience
This isn't passive video-watching. You'll apply The JTBD Pyramid™ framework through exercises, real-world examples, and practical tools you can use immediately.
Customer Discovery with the JTBD Pyramid™:
Course Format Options
Choose the learning format that works best for you and your team. paragraph.
Option 1:
On-Site Workshop
Bring The JTBD Pyramid™ training directly to your organization. We deliver the complete curriculum on-site, customized to your company's products, markets, and strategic priorities.
Workshop Format:
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2 day intensive format
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Delivered at your location
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Customized examples using your products and customers
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Team-based exercises and collaboration
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Direct application to your current projects
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Post-workshop support
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All participants receive the JTBD Pyramid™ Lite toolset
Perfect for: Organizations training multiple team members who want customized, company-specific application
Contact us for scheduling, pricing, and curriculum customization options.
Option 2:
Live Cohort-Based Workshop
Learn The JTBD Pyramid™ framework through an interactive, online cohort experience where you'll work through the material with product professionals from multiple companies and receive direct coaching.
Workshop Format:
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4 weeks of structured learning
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Live virtual sessions [twice weekly]
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Interactive exercises and group discussion
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Direct Q&A with instructor
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Peer collaboration with other product professionals
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Real-world application to your current projects
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Post-workshop support
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All participants receive the JTBD Pyramid™ Lite toolset
Perfect for: Individual professionals or small teams who want to learn alongside peers from other organizations
Limited cohort size ensures personalized attention. Contact us to learn about upcoming sessions and availability.
What You'll Receive
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8 comprehensive training modules
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Instruction with practical demonstrations
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Course workbook
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Copy of The Jobs-to-be-Done Pyramid™ book
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Access to Instructor Office Hours
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JTBD Pyramid™ Lite Toolset
Invest In Your Discovery Mastery
Customer Discovery with the JTBD Pyramid™ will transform how you understand and prioritize customer needs. Choose the format that works best for you.
Pricing Options
On-Site Workshop (In-Person)
$1,950 per Student*
What's Included:
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2-days intensive training at your location
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JTBD Pyramid™ Lite toolset
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The Jobs--to-be-Done Pyramid™ book
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Course logbook
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Customized examples based upon your products and markets
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Post-workshop coaching
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Access to Post-workshop Office Hours
*Plus travel, printing and shipping expenses; Minimum 15 students, maximum of 50.
Live Cohort Workshop (Online)
$2,450* per Student
What's Included:
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8 sessions over 4 weeks
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JTBD Pyramid™ Lite toolset
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The Jobs--to-be-Done Pyramid™ book
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Course logbook
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Customized examples based upon your products and markets
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Post-workshop coaching
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Access to Post-workshop Office Hours
*Discounts available for individuals unsupported by their companies or students
How This Investment Pays Off
Stop Wasting Time on Wrong Features
The cost of building the wrong product far exceeds the investment in understanding what customers truly need through the JTBD lens.
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Average wasted development time on unused features is HIGH. According to a 2019 study by Pendo.io, 80% of features in cloud software are rarely or never used.
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Better Discovery cuts waste, freeing time for high ROI work. According to the Mironov Product Waste Model (2022), a $50k effort yields $200k-$300k in returns.
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The ROI on Customer Discovery ranges from 4x-10x. (ProdPad Discovery ROI Analysis, 2024; Pendo.io Product Discovery Guide, 2025)
Accelerate Your Career
Product professionals with systematic customer insight skills command higher salaries and more strategic roles.
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Become the go-to person for customer understanding
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Make decisions that earn executive trust
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Elevate from tactical coordinator to strategic thinker
What You're Really Getting
Beyond the course content and tools, you're investing in:
✓ A systematic methodology you'll use for your entire career
✓ Confidence to make and defend product decisions
✓ Credibility with stakeholders, executives, and customers
✓ Speed from research to actionable priorities
✓ Clarity when everyone else is drowning in opinions
This isn't an expense. It's an investment in becoming the product leader your organization needs.
Guarantee
30-Day Satisfaction Guarantee
If you're not satisfied after the first two sessions, we'll provide a full refund. No questions asked.
We're confident you'll see immediate value, but we want you to feel confident too.
Still have questions?
We're happy to discuss whether this training is right for you and answer any questions about format, content, or logistics.We're