Value-driven discovery
Product information
With Sandrine Olivencia, author of Build to Sell.
Get ready for an epic adventure into the world of your customers! 🚀
Learn to find the most promising value-creation opportunities by immersing yourself in your clients' world and overcoming cognitive biases. Our approach is designed to help you improve your existing products and create brand new ones that will truly resonate with your audience.
You will automatically join our community of passionate entrepreneurs, executives, and PMs, where every discussion on the forum is an opportunity for learning and connection!
- Length: 6 hours of self-study and 6 hours of group study over 3 weeks
- Session start:
- Format: Remote
- Language: English
- Skills you will acquire: Perceive the unseen and hear the unspoken, step out of your cognitive biases to better grasp your customers' true needs and emotional drivers
- Tools you will practice: Job To Be Done model, Job to Be Done interviews, client gemba walks, complaint analysis board, value stream mapping, "live my life"
- Who is it for: Anyone aiming to create their next hit product—including entrepreneurs, product managers, CPOs, tech leads, developers, marketing professionals, and CEOs
Why you need this course
Whether you're launching a new venture or scaling an existing one, the key to success lies in having a system that identifies real value-creation opportunities. By focusing on what matters most to your audience, you can build products that truly resonate and stand out in a crowded market.
€699 per participant
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Self-paced learning
Learn at your own pace with our self-study materials, available online and offline 24/7.
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Exercises on your own product
Apply the techniques you learn directly to your own product, service, or business.
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Expert guidance
Self-study does not mean you're alone! You will get feedback and guidance a dedicated trainer.
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Community
Join our community of like-minded professionals. You'll meet some of them during the group workshop!
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Week 1 — Remote self-study
Get ready to spark your innovation journey with Clayton Christensen’s game-changing "Jobs to Be Done" (JTBD) theory! This approach will help you uncover your true client segments based on their real goals, needs, and unique circumstances. Say goodbye to one-size-fits-all products and discover how to design tailored solutions that resonate. JTBD also reveals your true competitors and ideal positioning. Dive into the many "jobs" your customers are hiring your product for, unlocking fresh insights into their motivations and desires!
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Week 2 — Remote self-study
Immerse yourself in your customers' world. It's not enough to track competitors, analyze data, or brainstorm in isolation. To create impactful products, we need to dive deep into the customer's daily life, habits, and emotions. By using lean techniques, we can uncover how they truly interact with our products and understand what barriers might be preventing them from using them fully. This hands-on approach provides real, actionable insights that go beyond surface-level assumptions and data.
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Week 3 — In-person or remote
In this one-day workshop, you’ll apply your self-study of the past 2 weeks to uncover your clients' key preferences and create Job To Be Done interviews. You'll also gain fresh perspectives by hearing about the experiments and results of fellow participants. Engage in interactive discussions with the Build to Sell author to get direct feedback and valuable insights. You'll leave with practical tools, diverse real-world examples, and a connected community to help you continue refining your approach back with your team.