Jobs to be Done is a new way to understand what customers want, and why they want it. Understanding your customer’s Job to be Done will help you become better at creating and selling products that people will buy. But how do we do that? What data do we need to understand Customer Jobs? How do we go about gathering those data? Once we get them, how do we model them? How do we use those models to make difficult design trade-offs, and create new products and features? How do we convince the other people we work that we should go out and get these data and our models can be trusted?. This workshop will be a combination of lectures, live customer interviews, and hands-on practicing.