Sign up for this free Jobs to Be Done email course to learn how to apply this innovative approach to product design to your business.

Email 1 : Welcome to the Jobs to Be Done Course

Take the guesswork out of product design by getting to know your customers and understanding why they’re hiring your product in the first place.

2 min read

Email 2 : What is the Jobs to Be Done Framework?

The fundamental premise of Jobs to Be Done is that customers don’t buy products, they hire them to do a job and the execution of that job helps them make progress in an area of their life.

5 min read

Email 3 : User Stories vs Jobs to Be Done Stories

The Job Story format is a modest change from traditional User Stories that emphasizes the situation, motivation, and outcome without explicitly defining a feature. This allows our thinking to remain open to a number of different solutions.

4 min read

Email 4 : Forces of Progress

The Forces of Progress concept gives us a visual model for what’s going on in the mind of a customer when they’re considering hiring or firing your offering.

5 min read

Email 5 : Switch Interviews / Jobs to Be Done Interviews

Let’s talk about customer interviews. All your understanding of the Forces of Progress, Job Stories vs User Stories, Context vs Personas, it’s all for not if you aren’t talking to customers and creating better product experiences.

8 min read

Email 6 : Conclusion to the Jobs to Be Done Course

You will conclude this course with an understanding of Jobs to Be Done, a framework for understanding how customers decide to hire or fire your service (Forces of Progress), and you will have some practical tips and tricks in your belt for conducting Switch interviews to uncover the customer’s JTBD.

2 min read


I am a software developer and product designer, and was an executive member of a venture-backed and exited technology startup.

I’ve implemented Jobs-to-Be-Done and other innovation processes in my own businesses and for clients in a variety of industries.