How We Kick Off a Live JTBD Case Study (with Explain Ideas Visually)
See how Growth Exposed starts a live Jobs-to-Be-Done case study with Janis Ozolins. The kick-off call reveals his goals, fears, and hopes.
Read Full Article →Case Studies: Growth Exposed in Action
We don’t just talk about uncovering hidden growth — we EXPOSE it.
This live case study with Janis Ozolins, creator of Explain Ideas Visually, documents how Jobs-to-Be-Done (JTBD) research uncovers the real reasons customers buy — and how that knowledge drives growth.
What’s happening here?
We’re running a live Jobs-to-Be-Done (JTBD) research project with Janis Ozolins. Instead of cherry-picking examples, we’re publishing the entire journey — from recruiting customers, through interviews, to analysis and results.
The goal: prove how JTBD research exposes hidden growth opportunities.
The context: Janis wants to grow his visual learning course, Explain Ideas Visually.
Why it matters: most companies guess what customers want. We show how to replace guesswork with evidence.
The promise: Guaranteed insights — if we don’t find them, you don’t pay.
Timeline of the Case Study
This project unfolds step by step. Follow along as we document the process in real time.
1.) Recruitment
We source and select real customers of Janis' course (and competitor courses) to interview.
2.) Interviews
We run JTBD Switch Interviews to uncover why they bought, what else they considered, and what progress they were seeking.
3.) Analysis
We map struggles, anxieties, and trade-offs to reveal the hidden forces shaping demand.
4.) Insights
We identify 3–5 Jobs students "hire" the course to do, then use these insights to drive changes in Product, Marketing, Sales, or the Business Model.
5.) Impact
We work with Janis to apply the findings and track results — sharing these openly.
Latest Updates
Filter by stage, search within posts, and page through the full set.
From Kickoff Call to Research Plan: Scoping a JTBD Study with Explain Ideas Visually
After the kickoff call, it’s tempting to dive straight into interviews. But without a clear scope, you risk asking the wrong questions or talking to the wrong people. In this post, we show how to turn early ideas into a focused screener and recruit plan – so your JTBD project delivers real insights, not guesswork.
Read Full Article →
How to create a JTBD screener survey that gets results – with UserInterviews
The right participants make or break your JTBD interviews. In this post, I’ll share how we design screener questions that separate signal from noise, and how UserInterviews helps us streamline the selection process.
Read Full Article →
JTBD Interview #1 – Kiran’s “Red Bull moment” to give his ideas wings
Kiran joined a graphic design course to ‘give his ideas wings’. Janis thought he wasn’t a fit – until this JTBD interview changed his mind.
Read Full Article →
JTBD Interview #2 – Mitul’s Muddle; How to Get the Ideas out of His Head
Mitul was coasting in his career until he needed to explain his big ideas to more people. Learn how he solves this muddle.
Read Full Article →
JTBD Interview #3 – Ben is Buried in Notes and needs Direction
Ben is great at directing movies, but he needs direction to get out from under a massive stack of notes…
Read Full Article →
JTBD Interview #4 – Akhil’s Evergreen Content Tree
Akhil is a Wantrepreneur on a mission – and he’s seen the power of visual posts. Learn why he buys Visual Design courses from this JTBD Switch Interview
Read Full Article →
JTBD Interview #5 – Niky’s Spaghetti Struggle
Many people in 2025 have an ADHD diagnosis, in this candid interview hear Niky’s Spaghetti brain story
Read Full Article →
JTBD Interview #6 – Khalid Juggles his Studies and his Notes
Khalid’s note taking skills were never in doubt at school. But once he’s a 1st Year Medical Student, everything changes.
Read Full Article →
Thoughts and Ideas After the first 6 Interviews
Janis shares his thoughts and ideas after the first 6 interviews, and Neil talks through how we will use the research to filter these into action plans.
Read Full Article →
JTBD Interview #7 – Aditi Climbs the Content Ladder
Aditi left University with a grant to promote her book, and used it to get LinkedIn Content coaching, leaning in to different communication styles.
Read Full Article →
JTBD Interview #8 – Jacky Turns Written Struggle into Visual Clarity
Jacky struggles to write long-form content, as it’s too hard. Learn how he fixes this by moving to explaining ideas visually.
Read Full Article →Page 1 of 3 — 25 posts
Your growth opportunities - guaranteed
You don't want an expensive 100-slide consultant deck - you want a plan that delivers growth you can count on.
If we can't find a growth opportunity you want to pursue, we'll give you your money back.
No risk. No wasted money. Just clarity and a plan you can act on today.
Are you ready to find out why your Customers DON'T buy?
Please click below and fill in our short screener. We'll be happy to identify your big growth opportunities and help you get your business to the level you deserve.
Guaranteed insights, or you don't pay.
Still here? You must be really keen…
We publish articles and insights on Growth.Exposed from time to time. If you would like to be the first to know when new content is released, please sign up using the form below.
No spam, ever, and we will never sell your email address. Privacy Policy