Free Lesson
Progress or Process? Two Lenses for Jobs to be Done
60 min
Jun 3, 2026 3:00 PM
What you'll learn
Understand the Two Complementary JTBD Lenses
Learn when to use Jobs as Progress vs Jobs as Process — and how they work together to improve product and GTM decisions.
Match the Lens to the Demand Stage
Latent and Emerging demand call for the Progress lens. Patterned and Scalable demand call for the Process lens. Learn w
Use Jobs as Progress to Find the Switch
See how qualitative JTBD surfaces customers' Desire for Progress — the switching forces that produce messaging that actu
Use Jobs as Process to Find What to Build, For Whom
Follow the analytical chain: 100+ outcomes → 9 factors → 4 segments → 3 priorities. The math behind segment selection an
Choose Which Segment to Invest In
A 2×2 strategic framework — Product Readiness × Growth Goal — that turns segmentation findings into commercial action.
Why this topic matters
Most teams pick one method and live with the blind spots. Qualitative finds the why but can't size it. Quantitative finds the what but misses the switching story.
This session uses the real Ramp case study to show the full arc — and how the research bar is moving from interesting findings to confident recommendations.
You'll learn from
John Gusiff
Managing Partner, Customer Centric LLC
Dominic Ricchetti
Insights Architect & Consultant CX/UX/MR
Previously at
