Top Takeaways

Comprehend and articulate your customers' real needs and desires
Create memorable customer experiences by designing offerings around JTBD
Predict the potential market response to your innovations using the JTBD theory
Craft marketing content and messaging that aligns with customers' aspirations

Class Overview

Live Via


This class delves into the 'Jobs to be Done' (JTBD) framework, providing a transformative perspective on deciphering the genuine reasons customers buy products and services. The JTBD theory suggests customers 'hire' products to accomplish particular 'jobs' or meet specific needs, moving beyond traditional demographic or psychographic parameters. By the end of this course, you will grasp how the JTBD framework can...

Available Class FormatsPeople Count

Facilitated Learning

Best for employees who like to listen with some engagement and discussion throughout.

Best for teams up to 90 people

Lecture Followed by Q&A

Best for employees who like to listen, absorb and ask questions at the end. Can also be a keynote or speech.

Best for teams up to 120 people

Class Durations

Flexible class lengths to meet your team’s needs.


What People Are Saying About This Class

I thought the session was very engaging. Prapti used a lot of real world examples which was great and there was plenty of time for Q&A.

More About Prapti Jha

Prapti Jha is a strategist and researcher at the Harvard T.H.Chan School of Public Health. In her current role, she leverages behavioral design to catalyze human-centered and systemic solutions to advance the health and well-being of people at the grassroots level. She specializes in driving interdisciplinary teams to develop experiences and strategic solutions backed by research and accelerated by design...

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Prapti Jha

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