Master Customer Obsession: Build Products Customers Can't Live Without
The old ways of building products are dead. Generative AI is changing the game, and if you don’t adapt, you’ll get crushed.
Founders, product managers, leaders, marketers – to win in the next decade, you need an unwavering focus on the customer. You need a practical plan that keeps up with their ever-changing needs.
» Next cohort starts April 27th
Rs. 35000 29,000 (USD 362)
For GST invoice, just email us the GST details once registered.
Instructor
Ashish Sinha is the founder of NextBigWhat and is one of the OG product leaders with more than 15 years of product experience building for corporates like Yahoo, i2, IBM to award winning products. He is a gradate of IIT/IIM.
About the Product Management Course
The graveyard of failed products is vast. Filled with features nobody wanted, solutions to problems that didn’t exist.
It doesn’t have to be this way. Not in 2024. Not in GenAI era!
This course is about building products customers actually crave. It’s about understanding the job your customer is trying to get done. It’s about winning.
At its core, the course goes deep into customer development framework (for e.g. JTBD) and brings actionable/practical perspective for makers to stand out in this Gen AI world, by being customer obsessed.
4 WEEKS
Fits well into your busy schedule. You will be expected to spend 2-3 hours per week and believe us, the home assignments will be super fun!
Cohort based
With like-minded professionals who are on the same page as you are. Expect a very good mix of founders, product leaders and marketers.
Live and (Super) Interactive
Geography is history. The course will be done over Zoom (or a similar platform) and will be interactive. Plus, expect access to private job & recruiter community.
Get the product management course brochure in your inbox
Who is this course for?
The team members who can create wonders if they are 10X more customer centric. Right from founders to senior leaders, product managers, marketers and sales professionals.
Product Managers
Build market-winning product / stuff that matters. Confidently prioritize features and beat your competition.
Marketers
Understand your target audience better than anyone else.
Craft messaging that resonates deeply with your target market and boosts conversions.
Founders
Customer obsession starts with you. Learn the framework, build a customer-obsessed culture across your organization for sustainable growth.
CPTOs/Leadership
Align your product vision with true customer needs for long-term market success.
#Topics
CouRse structure
Introduction To Customer Development Framework
- Define JTBD and its core philosophy
- Why focus on jobs rather than personas or products
- Understanding customers’ goals, struggles, and desired outcomes
Identifying Jobs-To-Be-Done
- Understand customers’ goals, struggles, and desired outcomes.
- You will start to differentiate between Jobs, Needs, and Desires.
- The customer progress across different stages of product discovery.
Mapping And Analyzing The Job
- Different components that make a job
- Job mapping : Learn to create a job map for your product or solution.
- Competitive analysis using JTBD framework
- Customer Research Techniques for JTBD
Make your own statement
- Create the ‘job’ statement for your product.
- Differentiate between strong and weak job statements
- Write landing page and marketing copy for your product
Applying In Real World
- Customer development
- Marketing / Copy
- Pitching (to customers, investors/leadership teams)
- 3+ case studies
Elements Of Customer Progress
- JTBD for Product Development and Innovation keeping customer’s evolving jobs
- Case studies from Spotify, Amazon and several others.
This course includes
- 4 interactive live sessions
- Lifetime access to course materials
- Case studies
- Access to Industry talks
- Direct access to instructor
- Private community of peers
- Course certificate upon completion
- 50% discount on next NextBigWhat conference (minimum 4K savings)
Your questions answered
FAQs
How much time commitment is expected?
On an average 1-1.5 hrs (beyond the session timing)
What happens if I miss a session?
We will share the recording with you.
Introduction to Customer Development Framework
- Define JTBD and its core philosophy
- Why focus on jobs rather than personas or products
- Understanding customers’ goals, struggles, and desired outcomes
Identifying Jobs-to-Be-Done
- Understand customers’ goals, struggles, and desired outcomes.
- You will start to differentiate between Jobs, Needs, and Desires.
- The customer progress across different stages of product discovery.
Mapping and Analyzing the Job
- Different components that make a job
- Job mapping : Learn to create a job map for your product or solution.
- Competitive analysis using JTBD framework
- Customer Research Techniques for JTBD
Formulating the Job Statement
- Create the ‘job’ statement for your product.
- Differentiate between strong and weak job statements
- Write landing page and marketing copy for your product
Applying JTBD in real world
- Customer development
- Marketing / Copy
- Pitching (to customers, investors/leadership teams)
- 3+ case studies
Elements of customer progress
- JTBD for Product Development and Innovation keeping customer’s evolving jobs
- Case studies from Spotify, Amazon and several others.
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