Building Progress, Not Just Features with JTBD
About the workshop
Most product failures happen because we build things nobody actually needs. This Jobs to be Done (JTBD) workshop moves beyond theory into the practice of uncovering customer motivations. We'll explore why people "hire" or "fire" products and how to identify the specific progress they are trying to achieve.
Instead of guessing what to build or how to craft your messaging, you'll learn to decode the emotional and functional drivers behind user behavior. By the end, you'll be able to identify what is truly non-negotiable for your users, making it much easier to decide where to focus your energy to create real value.
Duration & format: ~ 5 hrs
After this workshop, you will:
Get confident with the JTBD methodology so you can move beyond theory and start using it as a practical tool.
Practice applying the framework to your customer research to uncover the "why" behind the "what."
Whether you're a Product Manager deciding what to build or a Marketer deciding what to say, you'll learn how to use JTBD to make decisions based on customer insights.
This workshop is ideal for:
Product Managers and Product Marketers no matter the seniority
Founders, especially if they’re in a startup and don’t have a large team and want to better understand their customers' needs.
About the trainer
Georgiana Atanasiu brings clarity and structure to projects by balancing an extensive business background with a deep curiosity about human behavior. During her time with the Managed Services team at Omniconvert, she led Jobs to be Done (JTBD) research for a wide range of clients and products. This hands-on experience allows her to move beyond theory and share practical insights into what customers actually "hire" products to do.
She is passionate about sharing her experience and helping others use the JTBD framework to uncover the progress that matters most to their customers.
LinkedIn: https://www.linkedin.com/in/georgiana-atanasiu/
Bonus for participants
1-on-1 Mentoring Session: One participant will be randomly selected for a private mentoring session to help them plan or roll out their own JTBD research project. This is perfect for someone ready to put these new skills into immediate practice.