Course Content
Introduction
Here we will cover a brief introduction about WellPal and how this course came to be.
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About WellPal Creative
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Lemon Seed – I Don’t Need a Lawnmower (TJBD in a nutshell)
Establishing a Common Language
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1. JTBD Theory 101: Understanding How Customer Needs Drive Business Growth
Objectives: 1. Understand the origin of the Jobs To Be Done (JTBD) theory. 2. Learn the core principles of the JTBD theory. 3. Understand the core concept of ‘job stories’ and how it’s used in the JTBD framework.
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From Theory to Practice: Leveraging JTBD to Build a Successful Business
JTBD for Business: An Introduction to the key principles
Principle 1 – The Job
Principle 2 – The Progress
Principle 3 – The Constraints
Principle 4 – The Trade-Off
Applying Lesson 1
2. Understanding JTBD: From Discovering Customer Needs to Creating a Unique Value Proposition
Objectives: * Understand the concept of the "job" and its role in the JTBD Theory * Understand the different types of jobs that customers may hire products or services to do * Understand the factors that influence the choice of a product or service to do a job * Be able to apply the concept of the "job" to identify potential solutions for a specific product or service category
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Leveraging the “Job” and “Job Performer” to Meet Customer Demands in JTBD
Discovering Customer Needs: How Situational Circumstances Shape the Job to be Done
Breaking Down the Different Categories of Jobs: A Guide for Brand builders
Get Ahead of the Competition: Use JTBD to Create a Unique Value Proposition
Applying Lesson 2
3. Recognizing JTBD: Techniques to Improve Your Customer Value
Objectives: 1. Understand how to use JTBD to better understand customer needs and motivations 2. Understand the importance of considering the context in which customers make decisions 3. Develop a deeper understanding of the "jobs" that customers are trying to do with your products and services. 4. Techniques on discovering them
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The Competitive Edge: How Understanding Your Customers Can Give You a Leg Up in the Market
Technique 1 – “Job or no Job”
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Technique 2 – “System of Progress”
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Applying Lesson 3
4. Applying JTBD: Actionable templates to drive business success
Remark: Lesson 4 is designed for entrepreneurs who have a basic understanding of JTBD theory and are looking to refresh their skills or quickly digest key actionable insights. As a result, some of the content covered in this section may seem familiar from previous lessons. However, this repetition is intentional, as it allows you to reinforce your understanding of the material and apply it more effectively to your business. Should you ever need to revisit specific concepts or techniques, you can easily do so by reviewing the lessons within Lesson 4. Introduction: In the previous three lessons, we've covered the basics of the Jobs-to-be-Done theory, including how customer needs drive business growth, techniques for discovering and creating unique value propositions and recognizing customer needs and motivations. Now, it's time to put these concepts into practice with a set of actionable templates. In this lesson, you'll learn how to conduct a basic level JTBD interview to get to know your customers and their jobs, build purpose-driven brands with the job story framework, anticipate and identify competition to stay ahead in the market, align your business and brand strategy with your customers' jobs, and speak your customers' language with effective marketing strategies. Let's get started!
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JTBD Market Definition: How to define your market
The WellPal JTBD Card Kit – How to map it all out
The WellPal JTBD Card Kit – 1. The Market scope stack
The WellPal JTBD Card Kit – 2. The Value creator stack
The WellPal JTBD Card Kit – 3. Competing clues stack
The WellPal JTBD Card Kit – 4. The Solution builder card
The WellPal JTBD Card Kit – 5. The Trade-off card
The WellPal JTBD Card Kit – 6. Job hierarchy stack
JTBD in marketing material: Speaking your customers’ language
JTBD Fundamentals

Visuals

All WellPal solutions are built to communicate certain solutions and are approached as visually appealing and sensible as possible. 

Icons and symbols

Icons and symbols are part of this approach. Below you will find some of the symbols you will encounter as you proceed through the material. 

The 2 key approaches we will compare for context.

There are many hybrid versions in between, but for ease of understanding and grasping the essence f the JTBD framework, we will use the below 2. 

Cards

The “think about it” slides:

These are the Pink Cards throughout the lessons, that will have a critical thinking question on it. These are designed to make you take the knowledge provided in the lesson and reflect n your own business. 

These cards are in the workbook with a designated section for you to write out your thoughts individually or with your team. 

The “Key Visual” cards

These are the Black Cards throughout the lessons that will visually communicate some of the key material covered. You can look at them as a visual support for digesting the ext-based material.  

The structural language

Below I have laid out the 4 core JTBD elements WellPal uses for the JTBD Kit 

These are also the 4 key ones used throughout building this course. 

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