John Gusiff
Product Strategy & Customer Experience Education · English
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Who Is John Gusiff?
John Gusiff is Managing Partner of Customer Centric Solutions LLC, which he founded in 2002 after 15 years helping B2C, B2B, and B2B2C brands improve customer acquisition and retention. He combines human-centered design, Jobs-to-Be-Done research, and behavioral science, with clients including American Honda, Citibank, lululemon, Canada Goose, and Humana.
Overview of John Gusiff
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John Gusiff's Programs
Behavioral Science for Product and User Experience Design
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This is a comprehensive, multi-instructor course teaching the "Make It Toolkit", a behavioral design framework drawing on hundreds of books and research insights. It spans behavioral biases and motivation science, the Five Laws of Human Behavior, gamification and engagement psychology, attention/acquisition design, and habit-formation and retention systems. It includes both Level 1 and Level 2 (UX specialization) content, with 16 live sessions, hands-on individual and group exercises, real-world case studies, and a certificate of completion.
Choosing the Right JTBD Framework for Growth, Product, and Experience
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This course teaches practitioners to move from idea-driven to customer-progress-driven thinking by comparing and applying the three leading JTBD frameworks side by side: Ulwick's Outcome-Driven Innovation, Kalbach's JTBD Canvas 2.0, and Boehme's Wheel of Progress®. It covers seven real-world use cases across growth, product differentiation, experience design, and retention, including hands-on ChatGPT exercises for applying the frameworks. Students leave with a personalized, decision-ready JTBD workflow built around their own use case.
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