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.

Throughout the course, participants will learn how to map customer jobs, develop value propositions, and craft product roadmaps that drive impactful innovation. With hands-on exercises and actionable frameworks, learners will be able to apply these insights to build products that matter. What sets this course apart is its practical approach to JTBD, blending theory with real-world case studies and actionable plays that span the customer value lifecycle—from discovery to delivery. This integration helps bridge the gap between customer needs and organizational strategies. Ideal for product managers, UX designers, and team leads, this course requires no prior JTBD experience. However, a basic understanding of product development or agile concepts will enhance the learning process. By the end, participants will be able to confidently apply JTBD to guide product strategies, design, and execution. Copyright @ 2020 Jim Kalbach. All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the author or the publisher.