Jobs-to-be-Done in Practice

with Philipp Krehl (Zalando)
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16 Sep

Jobs-to-be-Done in Practice

16. September 2020 @ 8:30 - 12:30
CHF390 – CHF480

Jobs-to-be-done is a theory developed by Prof. Clayton Christensen. Christensen promise: “The theory will make an enormous difference in the quest to shift innovation from a game of chance to a predictable endeavor.” Nevertheless, a theory is just a theory, so how to make use of it? How can the theory be integrated into daily practice in such a way that it helps you to become more successful in developing great products or even in creating new businesses? This training will give you answers to these questions. Through concrete examples and exercises, you will have the knowledge and tools you need to put the theory into practice.  


The training is designed to help you understand the theory in a simple way, first. To then apply this knowledge directly in practical exercises. Among other things, you will learn why the customer’s progress is the most important idea behind JTBD. How to capture the idea of customer progress and how to run customer interviews which lead to insights that will shape your product. Furthermore, you will learn how to discover what prevents people from using new products and how to deal with it. All these actions will enable you to create a great value proposition that attracts customers and forms the basis for your product success.


Who is it for?

Everyone who is actively involved in designing & building products and wants to ensure that their products meet real customer needs.   


Key Takeaways

  • Why the customer’s progress is the most important idea behind JTBD
  • How to discover what progress means from the customer’s point of view
  • How to identify the various forces that can prevent customers from using your product or attract them to use it?
  • How to create a persuasive value proposition that attracts customers without writing a single line of code

What we will achieve

  • Understand how to use the JTBD theory in practice to create better products or even new business.  

Hands-on exercises

  • Use the idea of customer progress as a guide to define your main assumptions
  • Run customer interviews to identify problems & opportunities
  • Creating a value proposition based on user insights that attract customers



Individual Follow-up Coaching Option

To maximize the value of this course for your organization, we offer an additional follow-up coaching (60 minutes, remote) just for you or your team a couple of weeks after the course. That way, you get to ask all the questions that might have popped up once you tried implementing what you learned in this course.

The follow-up coaching is available for CHF 290 and includes 30 minutes of preparation for your specific questions or documents (sent upfront) and 60 minutes of remote coaching via video call for you or your entire product team.

You can book the Follow-up Coaching Option in our booking form before proceeding to the checkout.



All participants will receive a Product Academy Certificate for this course.  



Early-Bird Tickets (until June 30): CHF 390

Regular Tickets: CHF 480

For team discounts and in-house options, feel free to get in touch. 






Class Trainer

Philipp Krehl

Senior Product Manager at Zalando (Berlin)

Philipp is a passionate Product Manager by profession with a strong product sense and a penchant for human-centered product development. Currently, he is working as Senior Product Manager at Zalando SE, where he drives new product development starting from product discovery to implementation and scaling. Prior to Zalando, Philipp worked as Product Manager for Lovoo, responsible for monetization, and Opera Mediaworks, responsible for the development of innovative advertising formats. Philipp holds a Master`s degree in Business Informatics, which helps him to understand technology capabilities, market and user needs to envision digital solutions at scale.


Event Details

Date: 16. September 2020 @ 8:30 - 12:30
Time: 8:30 - 12:30
Venue online
Address: online
Organizer Name: Product Academy


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