Free Lesson
JTBD in the Wild: Discovering Demand and Opportunity
60 min
May 13, 2026 1:00 PM
Virtual (Zoom)
In this video
What you'll learn
Why Jobs to be Done are Hiding in Plain Sight
Why high-value jobs are often overlooked in everyday behavior — and how to spot them before others do.
Six Powerful Lenses for Jobs to be Done Discovery
Learn six powerful lenses for jobs-to-be-done discovery (e.g., friction, workarounds, non-consumption, etc.).
Tips and Tricks for Uncovering JTBD in the Wild
Creative methods, tips and tricks for uncovering new demand and opportunity leveraging the six lenses of JTBD discovery.
How to Prioritize the Right Jobs
Use practical lenses to distinguish incremental noise from high-value, underserved jobs worth pursuing.
Why this topic matters
Most founders and product managers start with ideas; great teams start with real demand hidden in everyday behavior. Learn how to spot these signals early to uncover underserved Jobs-to-be-Done, reduce product risk, and identify high-value opportunities worth building around.
You'll learn from
John Gusiff
Managing Partner, Customer Centric Solutions LLC
Colin Duff
JTBD Expert, Mosaic Innovation
Consulted at:
