Customer Centric LLC

Building a MOAT in B2B SaaS (Behavioral vs. Traditional)

Wellhub

Narrio

Shaklee

TransAlta

Porch

John Gusiff

Managing Partner for Customer Centric Solutions LLC

Learn the five classic moat types (cost, network effects, switching costs, etc,) and see why they matter.

Understand Traditional Moats

Explore how modern SaaS and AI-driven products create defensibility through behavior — habits, identity, trust, etc.

Discover Behavioral Moats

Use Make it Strategies (Easy, Social, Goal-Oriented, etc.) to design behavioral moats your competitors can't copy.

Apply Behavioral Science to Build Better Moats

Lead the AI Transformation. Don't just witness it.

VP of Product, Uber

Amit Fulay

Vice President of Product, Uber

Fmr SVP Lattice & Sr. Dir Google

Jennifer Liu

Product Executive and Coach (SVP, CPO, Sr. Director Google)

Director of Product, Google AI

Satyajeet Salgar

Cohort 4

Cohort 5

AI is a market-decimating force. The old playbook of "shipping features" is dead. Leaders must now build "Contextual Moats" and defensible strategies.This course bridges Executive Leadership and AI Strategy, infusing our #1 Ranked curriculum with frameworks to win in the AI age.What You'll Get:1. Define Strategic Leverage: Master the 4 Sources of AI Leverage (Data, Distribution, Trust, Learning Loops). Build moats that endure even when models become commodities.2. Shift to "Planning in Motion": Traditional planning fails when the landscape shifts weekly. Build a "Sensing Function" to create roadmaps that adapt to new models and competitor moves without descending into chaos.3. Architect the Human + Agent Workforce: Scale output, not headcount. Learn to design the "Baton Pass"—assigning repeatable tasks to Agents and judgment tasks to Humans to maximize leverage.4. Master AI Economics: Powerful models cannot fix weak unit economics. Master the new P&amp;L: forecast scaling inference costs, manage the "Cost vs. Quality" trade-off, and operationalize Trust.

Lead the AI Transformation. Don't just witness it

Build Defensible "Contextual Moats"

Master AI Economics & Unit P&L

Lead AI Transformation & Escape "Pilot Purgatory"

Ambitious Senior PMs, GPMs, &amp; VP Level Leaders: Leaders who are responsible for product success and need to crystallize their skills to lead

Founders &amp; Executives: Those who realize that "be first to market" is no longer enough and need a strategy that provides a durable advantage

Note: This course is not for early-career PMs or those looking for a basic introduction to prompt engineering. This is a strategy and leader

AI is decimating old business models overnight. Go beyond demos and learn the frameworks to build a lasting competitive moat and win.

 Product, Codex at OpenAI

Rohan Varma

Product Leader - Codex at OpenAI | Ex-Cursor's First PM.

Cohort 2

Cohort 3

When everyone has the same APIs, strategy is your only true advantage.Models are becoming commodities and features are copied in days. The winners won't be those with the best engineering, but those with the best Strategic Contrast.Designed for Senior Leaders, VPs, and Founders, this executive workshop moves beyond "demos" to focus on the hard truths of AI economics.What we cover:<ul><li>The Moat Crisis: Why data isn't enough and how to build "Contextual Moats."</li><li>The P&amp;L Trap: Structuring unit economics for profitability, not just growth.</li><li>The "Full-Stack" Strategy: Aligning data, roadmap, and GTM.</li></ul>Outcome: Produce your AI Moat Blueprint™—a rigorous strategic document reviewed personal by our Product Team.⚡️ BEST VALUE: Executive Track We have combined Maven's #1 most popular AI courses into a single executive track. The rational high-leverage move: Secure 24-month all-access to the complete suite ($10,000 Value). Take and retake any cohort.<ul><li><a target="_blank" rel="noopener noreferrer nofollow" href="https://maven.com/product-faculty/ai-product-management-certification">AI Product Management ($2,500)</a></li><li>AI Product Strategy for Leaders ($2,500)</li><li><a target="_blank" rel="noopener noreferrer nofollow" href="https://maven.com/product-faculty/ai-product-leadership-training">AI Product Leadership ($5,000)</a></li></ul>👉 <a target="_blank" rel="noopener noreferrer nofollow" href="https://buy.stripe.com/4gMaEZbgVam48Q00pVdnW0a?prefilled_promo_code=EXECTRACK">Secure the Executive Track for $4,995</a>

When everyone has the same APIs, your strategy is your only true advantage.

Build a defensible AI Moat that isn't just a "better model"

Manage an AI P&L and avoid the "Pilot Purgatory" trap

Architect a "Full-Stack" AI Strategy beyond just features

Gain Board-level buy-in with rigorous strategic clarity

Master the new AI GTM Playbook for pricing and packaging

Navigate the 4 Layers of AI Disruption to spot opportunities

This course is for experienced leaders (PMs, Eng, Founders) accountable for product success. It is not a foundations course for beginners.

Advanced Program Prerequisites

Senior Product Leaders (VPs, Directors):Your roadmap is obsolete. Get the frameworks for building a defensible moat and managing an AI P&amp;L.

For Eng. &amp; Tech Leaders: Your tech advantage is temporary. This is the playbook for connecting engineering to a winning business strategy.

For Founders &amp; C-Suite: Strategy is your only durable advantage. This is the playbook on building a profitable company, not just a produc

Build your personal BehaviorOS and become the architect of your goals, habits, skills, and effectiveness—forever.



Author, Creator: Unified Behavior Model™

TEDx

The New York Times

CNET Networks

Lifehacker

Fox News

Martin Grunburg

Author, Creator of UBM & Behavioral Systems Theorist

FC-NA

FC-06

The most effective goal framework — wait for it — EVER.Not the heroes. The gurus: Tony Robbins, Brian Tracy, Stephen Covey, name your favorite.Not SMART goals, OKRs, Goal-Setting Theory, etc.Why?It’s literally SIMPLE. What comes from the first unified, elemental behavioral model.NO MORE GUESSING.We couldn't say this if i weren't true.Zero guru magic. No fluff.Think your problem is motivation, willpower, or discipline?It’s not.Each matters. None is ELEMENTAL.A $4,000 seminar fires you up—till Wednesday.Behavioral scientists have described their field as "a chaos of competing and conflicting knowledge."Your confusion isn't a lack of intelligence.You've been handed fragments.In just 8 days, you'll fully understand the first, unified framework ever—then, apply it, FOREVER.Just four elemental forces driving ALL behavior always— working for YOU.This is the LAST habits, goals or behavior change course you'll ever need. PROVEN.Eight Days. 110% Risk-Free. Guaranteed.=== Skeptical? Great. So were the other students."This isn't a tool. This is a power tool!" ~Star P., Crises Healthcare Worker (FC-01)"This really gave me the framework I have been lacking." Matthew B., Regional Mgr. (FC-05)

Instantly Understand Why Your Goals and Habits Fail. Then, Fix Them Forever.

Understand why your goals or habits fail — and fix them fast

Build your personal BehaviorOS™

Achieve goals more quickly than ever before

 A professional toolkit — for all goals, forever.

Optional: Go for your BNA credential. One that proves you know human behavior

Join a Historic Breakthrough: Democratizing Elemental Behavioral Literacy

You need permission to think differently. Breakthroughs create trends, not follow them. Truth wins through experience and testing.

This course is not for you if...

P.A.R.R. requires binary tracking (1 or 0) daily. If you can't commit 2 minutes/day to record your behavior, don't enroll.

You think life is for living and not tracking. Hint, You can and should do BOTH.

Tactics change. Principles do not. UBM is built on timeless first principles—the same 2000 years ago as they'll be 2000 years from now.

If You’re Just Seeking the Latest Tactic

<h3>Leaders &amp; Executives: What might happen if you armed yourself and team/organization with a holistic, proven scientific framework?</h3>

<h3>Coaches &amp; Practitioners: How much time could you save—how much easier would work be—with a unified system that delivers better results?</h3>

<h3>Busy, Driven Professionals: You need a proven system to save time, boost effectiveness and efficiency, and achieve meaningful goals.</h3>

Master GenAI-powered human-centered design process using the Make it Toolkit for behavioral-informed product and service design.

Managing Partner - Customer Centric LLC

Citi

mPulse

Humana

McKesson

Majid Al Futtaim

Managing Partner at Customer Centric LLC, Certified Maven Instructor

Insights Architect, Consultant CX/UX/MR

Caterpillar

Everwise Credit Union

Aditya Birla Group

Mahnaz Hajesmaeili

Podcast Host SWARM and GenAI Prototyping Expert

✨ Course OverviewApply Behavioral Science to Your Design Sprints with the Make It ToolkitMost design sprints focus on features. This course goes deeper 🔍.You’ll learn a proven step-by-step process for running a Behavioral Design Sprint—combining behavioral science 🧠 with the Make It Toolkit 🛠️ and GenAI-powered methods 🤖 (always with Human in the Loop 👤).By the end, you’ll know how to:🎯 Translate business challenges into behavioral challenge statements🗺️ Map user journeys through the lens of the Five Laws of Behavior🧩 Spot and prioritize hidden barriers to progress💡 Generate behavioral design interventions that actually change behavior📐 Prototype solution concepts through sketches, storyboards, journey maps, and simple mockups — turning ideas into tangible, testable outputsYou’ll work on real case studies (🏥 healthcare, 🎓 education, 💰 financial services) so you can practice applying these tools in contexts that matter.⚡ This isn’t theory. It’s a hands-on, case study–driven experience designed to help you uncover hidden barriers, generate stronger solutions, and leave with validated hypotheses ready for prototyping.👉 Reserve Your Spot Today – Limited Seats Available

Apply Behavioral Science to the Design Sprint process using the Make it Toolkit

Frame Behavioral Challenges Clearly

Map & Diagnose the Behavioral Journey

Ideate using 15 Make it Strategies + Tactics

Formulate Behavioral Design Hypotheses

Prototype Solution Concepts

Apply GenAI-Powered Methods with Human Oversight

Design Sprint facilitators looking to better align teams on more focused customer outcomes via a behavioral challenge statement.

Product managers wanting to make sure the products and services they design are behavioral informed and more likely to succeed.

Designers wanting to have better context around the users they are designing for and the specific behaviors that need to be influenced.

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Apology for Technical Difficulties and Re-recording Announcement

Product managers who drive strategy, development, and launch of products.

Startup founders building new businesses, from MVP to scale.

Setting strategic direction, making high-stakes decisions, and translating vision into execution.

Building a MOAT in B2B SaaS (Behavioral vs. Traditional)

What you'll learn

Why this topic matters

You'll learn from

John Gusiff