Practical Jobs To Be Done: A Way of Seeing

Three part workshop: July 21-23, 2020

  • Our virtual workshops are designed with you in mind. They combine lecture, discussion, and exercises, spread out over multiple days—so you can learn and engage without feeling drained.

    Who’s teaching and what they’ll cover

    jim kalbach

    Practical Jobs To Be Done: A Way of Seeing

    with Jim Kalbach
    Design strategist and author of The Jobs To Be Done Playbook
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    What you’ll learn

    Learn core concepts of JTBD from a recognized leader through hands-on exercises so you can put techniques to work right away.

    After this session you’ll be able to:

    • Understand core concepts of JTBD and creating value for customers
    • Apply JTBD to current projects and efforts at work
    • Extend the ways in which you view customers
    • Help your organization shift its mindset

    Who should attend

    This workshop is for change-makers of all kinds looking to bring new perspectives and techniques into their organizations. This includes designers, product managers, innovation specialists, marketers, and more who are looking to further understand the concept of JTBD and being able to work with the approach in a practical way.

    What we’ll cover

    – Overview and background on core concepts of JTBD
    – Exercises and discussion to understand job statements and formats
    – Finding jobs through research with examples and exercises
    – Discussion, reflection, Q&A

    – Overview to job maps
    – Creating a job map exercise
    – Finding and prioritizing opportunities
    – Discussion, reflection, Q&A

    – Extended uses of JTBD, including job stories, value proposition canvas, and more
    – Exercises with job stories
    – Discussion, reflect, Q&A


    Enjoying a remote JTBD workshop run by Jim Kalbach following the release of Jim’s book The Jobs To Be Done Playbook. Well-prepared, smoothly run, and packed with practical advice. Worth every cent, thanks!

    The workshop was both informative and enjoyable. Jim’s approach really walked me through how to conduct and apply the JTBD framework in way that is applicable to the projects I work on every day. The workshop was interactive and he answered questions along the way. In addition, he facilitated the session in a way that was enjoyable and engaging, making it feel less like a formal training and more like a collaborative discussion. I wouldn’t hesitate to participate in one of Jim’s workshops again in the future!

    About the instructor

    jim kalbachJim Kalbach is a noted author, speaker, and instructor in design, customer experience, and strategy. He is currently Head of Customer Experience at MURAL, the leading online whiteboard. Jim has worked with large companies, such as eBay, Audi, SONY, Elsevier Science, Lexis Nexis, and Citrix.

    Jim is the author of The Jobs to be Done Playbook (Rosenfeld Media, 2020). In 2007 Jim published his first full-length book, Designing Web Navigation (O’Reilly, 2007). His second book, Mapping Experiences (O’Reilly, 2016), focuses on the role of visualizations in strategy and innovation. He blogs at and tweets under @jimkalbach.


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  • Schedule

    Tuesday, July 21: 11am-1pm EDT
    Wednesday, July 22: 11am-3pm EDT
    Thursday, July 23: 11am-3pm EDT

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    At the end of the workshop, you will receive a certificate of completion.


    Early bird through June 23: $750
    Regular pricing June 24-July 14: $850
    After July 14: $950

    Group discounts are available. Save $50 per ticket for groups of three or more by choosing the group ticket when registering.


    Virtual: We’ve designed this workshop specifically for remote attendees; learn more from our FAQ.

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