Jobs-to-be-Done Masterclass

If you, and your organization can satisfy customer needs better than anyone else – the business is yours. The problem is that understanding customer needs are not that simple! 

You can ask the customer – but what if the customers also don’t know what they need? (Hint, they often don’t know and need your help to figure it out!)

Be the magician and guru, that mysteriously fathoms what customers actually need – it’s possible when you use the right tools!

This Masterclass is a practical deep dive into understanding customer needs. In this two-day adventure, you will do what you learn and learn by doing. You will learn a CONDENSED VERSION of the well-known product management and marketing technique called Jobs-to-be-Done.

What you will learn?

  • How to define the perfect starting place in a kick-off workshop
  • How to recognize the best interviewees (job performers) to get critical business insights
  • How to conduct good job interviews to gain the maximum insight
  • How to distinguish between a job and job steps
  • How to map jobs and identify job stages and job steps
  • How to use Job Stages and Job Steps to identify needs
  • How to understand how needs are interdependent
  • How to evaluate and prioritize needs (specifically finding a great starting-point)
  • Use needs to create the perfect innovation or product development brief
In the masterclass, we will take you step-by-step through the entire Jobs-to-be-Done method and also provide you with templates and additional guidance on how to structure and execute good job interviews, how to ensure as little as possible conflict if your work with more than one job-performer and how to reach consensus fast and conflict-free.


€899.00 (ex VAT)
25% EARLY-BIRD DISCOUNT €675.00 (ex VAT) until 20 Feb 2024

Jobs-to-be-Done is one of the three core techniques we use to (sometimes) go from an identified need to a fully functioning MVP (minimal viable product) in just one month; it’s the journey’s starting point but probably the most important thing to get right!

Customer Needs are figure-outable!

Our approach to jobs-to-be-done is simple and easy to learn, use, and teach! You can learn and practice everything you need to know in just two days (turning you into that guru that somehow fathoms what customer need.)

There are four things that you need to get right:

  • You need to identify an area of focus quickly
  • You need to identify the right person to speak to (this is more difficult than you think).
  • You need to have a deep conversation that focuses on outcomes (not methods or tools). This conversation needs to be structured (otherwise you will forget things that are important!)
  • You need to codify needs in an actionable format!
  • If you do these four things right, your innovation or product development teams have a massive advantage over your competitors!
  • This is more important than most people realize, and most organizations need some help to play their A-game and out-compete the opposition in today’s fast-moving digital world.

We have learned that those who out-compete the rest have learned to out-innovate them, and the good news is that it is possible to know precisely what you can do to (truly) satisfy customer needs. Solving customer problems and building innovative products and services is easy if you have the right start!

In the masterclass, we will take you step-by-step through the entire Jobs-to-be-Done method and also provide you with templates and additional guidance on how to structure and execute good job interviews, how to ensure as little as possible conflict if your work with more than one job-performer and how to reach consensus fast and conflict-free.

We will teach you how to do all this in a two-day practical workshop where you will apply as you learn and learn as you apply! After the masterclass, you can also write the Agile ADapT® Jobs-to-be-Done Exam and earn an internationally recognized credential!

Your Master-Class Facilitator

Johann Botha is a trainer, consultant, and coach with twenty years of agile product development experience and the author or co-author of seventeen books (six of which are about agile development, innovation, and business transformation.)

He also received several thought leader awards for his work in Agile, Digital Transformation, Innovation, Design Thinking, DevOps, Service Management, and Customer Loyalty.

Johann was involved in dozens of successful organizational improvement initiatives and technical and business transformation projects across industries.

He helped customers in 39 countries over the last 20 years, building digital age capabilities and developing practical skills, solving difficult problems, growing people, facilitating change, dreaming, scheming, and most importantly, DO!

Johann is the Chief Architect of Agile ADapT®, and Principal Consultant and Coach at getITright. He is also the current Agile & Digital Transformation Chief Examiner at EXIN.

He studied engineering, social, and business science and has taught students progressive service management practices as part of the Nelson Mandela University MPhil IT Governance program, since 2018.

Pieter Roos

Pieter Roos

Group Executive – Combined Audit and Assurance. ABSA Banking Group,  South  Africa

Johann is one of the best teachers I every worked with and makes an effort to stay at the forefront of best practice development, often working on re-defining it. I value his integrity and steadfastly honest opinions, his sense of humor and the consistency with which he approaches life.

Shereef Zaghloul

EMEA Head of Professional Services, Confluence, UAE

The approach to deliver content and supporting it with vast practical experience engaged the entire group. Johann’s restless effort in providing added value with real life scenarios, examples, and additional content prepared the group fully the exams. I would definitely recommend Johann as a trainer and confidently expect him to add an enormous value as a consultant.

Bibi Diaz Del Castillo Koch

Johann would ask about my real-life context and help me to apply what I have learnt to my work.

It is an absolute gamechanger being able to immediately apply what I have learnt to great effect in the workplace.

Suzanne Galletley

Portfolio Director, EXIN, The Netherlands

This serves as a testament to the knowledge, professionalism and ability of Johann  to identify gaps and finding (new) ways to bridge them… (with)  technology, innovation, transformation and digital business strategy… consolidating multiple disciplines into one….

Richard De Kock

Richard de Kock

Principal Strategy & Digital Transformation Consultant, Microsoft, Reading UK

Passionate, meticulous  with an enormous amount of business and framework  knowledge & insight.

The training is vibrant and engaging, with a knack for presenting theoretical concepts practically. 

David Barrow

Award winning Consultant, Thought Leader and Author

It would not be an exaggeration to say that learning with Johann gave me so much more than just an exam result.

The training and advice given have set me off on a path enabling me to confidently switch the direction of my business and pass the benefits onto my own clients.