Masterclass: Customer Interviews using JTBD (16 & 23 June)

Bob Moesta
Bob Moesta

Learn how to use customer behaviour to inform product development using Jobs-To-Be-Done theory

An online masterclass in two sessions delivered Bob Moesta (of The Rewired Group) and Nopadon Wongpakdee (of Startup Core Strengths).

Course Description

Understanding why users ‘hire’ your product can make the difference between success and failure of your product. Bob Moesta, co-architect with Clayton Christensen of Jobs-to-be-Done, and Nopadon Wongpakdee, will lead you through an interactive masterclass to help you plan, conduct, and process customer interviews using Jobs-to-be-Done. Jobs-to-be-Done is a tool to help you leverage the force of your customers’ behaviour in order to help you understand why people use your product in order to drive marketing and product improvement.

Some understanding of Jobs-to-be-Done will be expected from you prior to attending the masterclass. Materials will be provided prior to the class – including reading and videos – for you to be up to speed on the fundamentals so the session will be able to maximise the interaction and learning. 

What will you learn? 

  • Discover how customers’ behaviours are driven by the progress they’re trying to make and the circumstances they’re in using Jobs to be Done theory. 
  • Observe and practice interviewing customers to discover why and how they choose and use specific products and services.
  • Create a concise summary of customer Jobs-to-be-Done to inform product development and improvement. 
  • You will undertake a live customer interview and receive feedback.

Who should attend? 

CEOs, CMOs, CPOs, Product Managers, Product Owners, Founders and Researchers.


Session One (3 hours)16 June 202111:00 – 14:00 ET / 16:00 – 19:00 BST
Session Two (2 hours)23 June 202111:00 – 13:00 ET / 16:00 – 18:00 BST

Course Format 

In the first masterclass session Bob and Nopadon will explain and answer your questions on the fundamentals of Jobs-to-be-Done before conducting a full Jobs-to-be-Done interview with a participant. 

Between sessions, you will apply the Jobs-to-be-Done principles and interviewing techniques you have learned to conduct a full JTBD interview with one of your users or clients. [We recommend you schedule this interview before starting the masterclass sessions]. 

In the second session you’ll discuss your findings and Bob and Nopadon will answer your questions and offer advice about how you can improve your interview technique. 

Masterclass Leaders

Bob Moesta

Bob Moesta
Bob Moesta

Bob Moesta is a founder, maker, innovator, speaker, and now a professor. Pioneer of Jobs-to-be-Done theory, an expert on creating, developing, and launching new products and services. His work with tech companies such as Intercom, Basecamp and many more has helped adapt the Jobs-to-be-Done theory to technology products. One of the principal architects of the Jobs-to-be-Done theory in the mid-90s along with Harvard Business School Professor Clayton Christensen, Bob has continued to develop and apply the innovation framework to everyday business challenges. 

Nopadon Wongpakdee

Nopadon is Managing Partner at StartupCoreStrengths, with 20+years in Digital Marketing, where he helps companies understand how to scale their growth. He started his career in advertising before moving into the world of startups. Alongside operational roles, he’s been a “Growth Hacker” in residence for Silicon Valley VC firm 500 Startups. A long time practitioner of JTBD as a tool, he spent time learning from Bob when he introduced Jobs to Citibank and has employed the ideas in his work at StartupCoreStrengths with over 100 companies including FreeTrade, ZenJobs and Audiens.