Jonas Van Poucke: Learn and Apply the 4 Forces of JTBD in a Sample Interview

Learn and Apply the 4 Forces of JTBD in a Sample Interview

With a 15-minute mock interview, this workshop focuses on decoding the Four Forces of Progress (push, pull, anxieties, habits), which is one of the three models used in Jobs to be Done (JTBD). It explains what motivates customers to switch products and services, or what is holding them back. By observing the interview, attendees learn to map the four forces so they can apply this model to understand customer outcomes. The session emphasizes shifting from feature-driven approaches to how to help customer seeking to make a positive change (progress).

About our speaker:

Jonas Van Poucke
Jonas is a product (discovery) expert with advanced degrees in Science, IT, and Education. He specializes in helping teams uncover the answer to, 'What is needed to truly satisfy our users and customers?' He applies design thinking, behavioural science and product management

About our hosts:

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Thoralf J Klatt
Thoralf serves as a Product and Agile Coach. His motto is: be at the center of value. He started his career developing medical devices like CT scanners and became a Certified Scrum Master in 2007. Based on many years of experience in diverse domains, Thoralf qualified as SPC in 2016, as Scrum@Scale and Scrum Inc. Trainer with Jeff Sutherland in 2019, and as Mobius Navigator Coach with Gabrielle Benefield in 2020. He has been translating her new book on Mobius Loop to German. Reach out for speakerships