Deep Dive into JTBD Interviewing

  • Discover JTBD

    Discuss the basic frameworks and essential knowledge behind JTBD and demand-side thinking.

  • Practice Your Interviewing Skills

    Learn and practice the skills necessary to conduct deep customer interviews.

  • Analyze & Uncover Patters

    Walk through the basics of analyzing interview data, and translate learnings into product development, sales, marketing and strategy decision.


  • Live, Synchronous Classes

    Class will meet from 6 - 9 p.m. EST on the following dates:

    April 4, April 11, April 18, April 25, May 2

  • Homework

    Weekly assignments will challenge you to put your new knowledge into practice.

Course Curriculum

    1. Welcome to Live Classes

    2. Introduction to JTBD Theory

    3. Framing the Question and Setting Up Interviews

    4. Conducting Interviews

    5. Conducting Interviews: Part II

    6. Finding Patterns, Detailing Clusters and Prototyping Opportunities

About this course

  • $2,500.00
  • 15 Hours Live Instruction
  • 2 Hours of Homework per Week

Frequently Asked Questions

  • Who should take this class?

    This class is for those who already possess some knowledge of Jobs to Be Done, acquired through practice, projects, reading or self-study. Those who regularly conduct customer interviews will benefit most from this interview-centric course. It doesn't matter if you are a founder, executive, marketer, engineer, product manager or something else entirely, as long as you want to improve your customer interviewing skills.

  • What will I learn?

    In this course, you'll review the basic frameworks and theory of Jobs to Be Done. This is not a theoretical lecture class, however; you'll be challenged to practice interviewing and will learn the basics of analyzing the customer data you collect in order to make important business decisions.

  • How much time is required?

    Class will meet live for three hours each week. Expect to spend at least an additional two hours per week on homework.

  • Will sessions be recorded?

    Each session will be recorded; recordings will be available in case of absence.

  • I have another question that hasn't been answered; who can I contact?

    Please feel free to contact us at


Bob Moesta

Since developing the Jobs to be Done theory in the mid-90s, along with Harvard Business School Professor Clayton Christensen, Bob has continued to develop, advance and apply the innovation framework to everyday business challenges. A visual thinker, teacher and creator, Bob has worked on & helped launch more than 3,500 new products, services and businesses across nearly every industry, including defense, automotive, software, financial services and education, among many others. He has started, built and sold several startups.

Peter Muir

Peter Muir is the President and founder of Bizucate Inc., a training and consulting company focused on helping organizations around the world become more successful in the areas of mission exploration, strategy planning, workflow analysis, marketing initiatives, sales approaches, communication and operational effectiveness. Peter has connected with audiences in 58 different countries in addition to his work in the United States. Peter develops and delivers face-to-face workshops, online courses, long-term consulting projects and rousing keynotes to all levels of an organization. He works with many industries, including: pharmaceutical, transportation, financial, food/beverage, education, energy, hospitality, insurance, telecom, non-profit, healthcare, graphic communication, agriculture/chemical and manufacturing, as well as federal, state and local government agencies. Peter holds an M.S. in Imaging Science from Rochester Institute of Technology, a B.S. in English and Communication from the University of Scranton, and he is proud to be a TEDx Fellow.