Mastering Jobs to Be Done with The Wheel of Progress® Workshop (EMEA)

• Discover cutting-edge tools for customer discovery. This workshop will equip you with the ability to listen for and decode your customers' true motivations for your products and services.
• Learn how to lead customer discovery interviews with confidence. You will be applying the Jobs to Be Done (JTBD) approach, popularized by HBS professor Clayton Christensen, using the powerful The Wheel of Progress® (WoP) canvas.
• Follow hundreds of JTBD practitioners in companies like Fraport AG, Zumtobel Lighting, and Züricher Kantonalbank, and students around the world, including Michigan State University.

• Product Managers and Innovation Managers.
• Marketing Managers, Customer Success Managers, and Business Development Managers.
• Customer Researchers and Customer Experience Managers.

• 8 hours course over 4 days
• The Wheel of Progress Canvas Mural board
• The Wheel of Progress Manual (PDF)
• The Wheel of Progress Interview Cards (PDF)
• Presentation slides (PDF)
• Certificate of attendance

Gain essential skills to uncover your target audience's true needs, including the art of conducting insightful interviews.

• Identifying Jobs to Be Done (JTBDs) and their contextual factors.
• Analyzing behavioral forces through targeted audience interviews.

Interactive and hands-on exercises guarantee you a practical approach.

Module 1 - Foundation (4 h)

• JTBD essentials
• The cycle of progress
• 12 elements of customer progress
• listening & mapping exercise
• The Wheel of Progress canvas
• interview process and tools

Module 2 - Interviewing exercises (4 h)

• 2 x practice interviews and evaluation on The Wheel of Progress

This workshop is the first step in our Customer Progress Design® series. Participants will have the opportunity to advance their skills in future sessions, covering topics such as synthesizing interview data, prioritizing customer jobs, ideating strategies, and managing projects. Stay tuned for more advanced workshops that will further elevate your expertise.

Visit unipro-solutions.com for more information.

Eckhart Boehme has 30+ years global experience in marketing, product management, and skills development. Eckhart, a 18+ year Microsoft veteran, served in his last role as the Curriculum Architect for the Marketing Excellence team at Microsoft Corporation (Redmond). Today, he is the founder and managing director of strategy consulting firm unipro solutions and an internationally recognized Jobs to Be Done expert. Eckhart was the mastermind behind The Wheel of Progress® Canvas - a tool for structuring qualitative customer research.

He is also the developer of the Customer Progress Design® method. He was the subject matter expert to the German editions of the Jobs to Be Done "bible" Competing Against Luck by Clayton Christensen et. al. and Eric Ries' The Startup Way.  Eckhart has taught The Wheel of Progress classes at the Rhein-Main University of Applied Sciences, Wiesbaden Business School and Michigan State University.

See Eckhart's LinkedIn profile

This approach helped us to “feel” the customer’s pain, discover great new product ideas and reprioritize our existing ideas.

Ph.D Chairman and CEO GrandCare Health Services, LLC

The structured customer research process based on The Wheel of Progress accelerates the time to turn the input from customers into actionable insights to improve the customer journey.

Chief Experience Officer, Customer Centric Solutions LLC

Customer Progress Design allows the essential aspects of market research to be translated into a target-oriented and user-friendly concept. In addition, it ensures that the insights gained are used consistently and sensibly to align all levels of objectives of a customer-oriented company, from the mission to operational planning.

Professor for Marketing Management and Innovation at Wiesbaden Business School