Our Jobs to be Done Workshops

How do we deal with getting the founders’ vision into the minds of everyone at the company?
— Martin Henk, Co-Founder & Head of Product

Jobs to be Done (JTBD) is a new way to understand how demand for a product is created, and how innovators can meet that demand. While this thinking has a long track record of success, few business schools teach it, and it is only now attracting widespread attention.

But how can we uncover and design for a consumer’s Job to be Done? What data do we need? How do we go about gathering those data? Once we get them, how do we organize them so the insights are useful for product, marketing, and management teams?

We have designed this workshop to help you introduce Jobs to be Done thinking to your organization. This workshop is a hands-on, immersive experience of interviewing consumers, modeling important data from those interviews, and discussing how to apply those insights to strategic objectives.

At the end of the workshop, your team will:

  • Understand the theory and data elements of Jobs to be Done

  • Develop skills needed to get started gathering JTBD data

  • Know how to get started organizing those data into Jobs so it can be shared throughout the company

  • Design a way to integrate these data and models into your design process

  • Have a plan to get started


$12,500 (plus travel expenses)


5-Day Insight Sprint

Our Insight Sprint is a high-intensity workshop that focuses on uncovering demand (Jobs to be Done) associated with one or more products.

This workshop is designed to help your company improve:

Strategic alignment: Insight around consumers' Jobs to be Done will serve as a "true north". Teams will be able to use the same Jobs insight to market, design, build, and manage products that consumers will buy and use.

Growth culture: We will help you develop a culture where your team works together to meet growth objectives by creating messaging and products that help consumers, and your business, grow.

Competitive advantage: Your team will have a solid, shared understanding of Jobs to be Done theory that will help them make sense of changes in the market over time, methods that will be useful in monitoring competition, improving existing products, and creating successful new products and services.

Creators of Insight: This sprint is not designed to produce a report that no one will read. Rather, your team will become creators of insight through the process of conducting, discussing, documenting and synthesizing 20+ interviews. They will know how to do it on their own in the future.

At the end of the workshop, your team will:

  • Have experience conducting several customer interviews

  • Have a disciplined, repeatable, rigorous process for collecting and sharing data from customer interviews

  • Know how to gather JTBD data and insights from your current and former customers

  • Be able to share these data and insights with others in the company

  • Understand the relationships between the various Jobs discovered

  • Have a plan for applying Jobs insights and thinking to their work

Sample Sprint Schedule


It is important to us that a successful hand-of happens and that your team realizes as much progress as possible. Therefore, our team will be available to you through regularly scheduled meetings for 60 days following the end of the sprint.


$31,750 (plus travel expenses)





How many persons can participate in the workshop?

The workshop is best suited for 10-20 persons from your organisation.

Who is this workshop for?

The workshop is for employees from across your organisation, i.e. Marketing, Product, Design, Research and the Leadership team, too.

How long does a workshop last?

We are flexible. We can hold half-day and full-day workshops, depending on your availability and experience with JTBD.

Do I need to have any knowledge about JTBD prior to the workshop?

No. You don’t need to know anything about JTBD. We will teach you and your team everything you need to know to get started with applying JTBD to your work and organisation.

5-Day Insight Sprint

Who is the 5-day Insight Sprint for?

The sprint is for employees from across your organisation, i.e. Marketing, Product, Design, Research and the Leadership team, too.

Do I have to attend the full 5 days?

We recommend that you and your team members participate the full 5 days for the best learning experience. However, if you cannot attend full time, we recommend that you rotate with some of your team members.