Applied Masterclass: Customer Obsession by Design

This Masterclass helps you build a shared, evidence-based understanding of your customers.

Customer obsession erodes as companies scale and value propositions mature. New growth initiatives often jump straight to solutions. This Masterclass helps you counter that and truly focus on customers. 

Learn and apply practical tools to define ideal customer profiles (ICPs), uncover real customer jobs, pains, and gains, and validate insights before designing solutions.

What you'll take away

• Evidence-based understanding of your key customer(s) - Learn and apply customer concepts and tools directly to your own context using a hands-on, application-driven format. 
• A clear customer ecosystem map- Understand users, buyers, decision-makers, channel partners, and other critical stakeholders (B2B & B2C).‍
• Modern, actionable segmentation - Segment customers by jobs, pains, gains, and context, not vague personas or socio-demographic labels.‍
• A well-defined Ideal Customer Profile (ICP) - Define your ICP based on customer jobs, pains, gains, and real-world context.‍
• Validated customer needs, backed by evidence - Run customer profile interviews and targeted experiments to replace assumptions with proof.‍
• Practical use of AI for customer understanding - Use AI tools to accelerate research, synthesis, and insight generation without losing rigor.
• ‍Clarity on what blocks customer obsession in your organization - Identify and address common organizational barriers using proven Strategyzer practices.

Tools and concepts you'll master

Value Proposition Canvas, Customer Profile (AI-assisted), Customer Ecosystem Map, Ideal Customer Profile (ICP), Strength of Evidence, Value Scenes (AI-assisted).

Customer experiments you'll lead

Customer Discovery Interviews, Customer Profile Interviews, Synthetic Customer Interviews (AI-assisted), Card Sorting, Landing Pages (AI-assisted), Social Media Ads (AI-assisted), Customer Discovery Workshops.

Who is this for?

This Masterclass is for anyone who wants to deeply understand customers.

• It is designed for individuals and teams in established organizations working with existing customers and solutions, as well as individuals and teams exploring new ideas from scratch.
• It is particularly relevant for people in marketing, sales, product, R&D, and growth roles who want to sharpen their customer understanding.
• We also welcome startup teams and new venture teams, as well as coaches and consultants who want to better support their clients.

How does it work?

1. Kick-off (60 min) & async prep (≈3h)(Monday, April 20, 2026)
   
   • 60-minute live kick-off.
   • Followed by one week of asynchronous preparation. Discover and apply the first tools & concepts to understand customers.
2. Remote Workshop 1 (Friday, May 1, 13:30–18:30 CET)
   
   • A five-hour deep dive into customer understanding.
   • You build on your pre-work.
   • We discover how to deeply understand customers and validate assumptions with evidence.
3. Async applied work (≈3-4h)
   
   • You apply the concepts in your own context.
   • You gather customer evidence through interviews or more advanced experiments, depending on your context.
4. Remote Workshop 2 (Friday, May 8, 13:30–18:30 CET)
   
   • You share and synthesize what you learned.
   • We go deeper with advanced concepts for customer analysis and insight.
5. Ask-us-anything session (60 min)
   
   • One month later.
   • Live Q&A to address open questions and real-world challenges.

Pricing - €1,850

Save 10% with early bird pricing when you enroll by March 15, 2026. Use the the promo code MCGRANT10

Single masterclass access (€1,850) - Enroll now

• Guided, applied masterclass, tools you can use right away
• 10h live workshops (live or on-demand access) 4h applied work + 1h private Q&A
• Certificate of completion to validate your skills and lead with confidence
• 1-year access to the Strategyzer platform (tools and resources)

Team masterclass access - Consult with our Strategy Team

• Everything from "single masterclass access"
• Plus 1-year access to Strategyzer collaboration tools
• Talk with an Advisor to discuss your needs and receive an offer for your team

Full access to the 3 masterclasses  - Speak with a Program Advisor

• Everything from "single masterclass access"
• And a combined access to all 3 masterclasses
  
  • Customer Obsession by Design
  • Business Models, Moats, and Resilience
  • Value Proposition That Wins in the Market
• Contact a Program Advisor for full-series pricing, learn what is included below

Explore the Full Applied Masterclass Series

You can take any masterclass independently. Take the full series to build a complete, connected approach, from customers to value propositions to business models, applied to your case. You will leave with clarity, alignment, and a stronger basis for decisions.

Masterclass #1 - Customer Obsession by Design

• Kick-off (60 min): Monday, April 20, 15:00 CET
• Remote workshop 1 (5h): Friday, May 1, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, May 8, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)
  

Masterclass #2 - Value Proposition That Wins in the Market

• Kick-off (60 min): Monday, May 18, 15:00 CET
• Remote workshop 1 (5h): Friday, May 22, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, May 29, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)
  

Masterclass #3 - Business Models, Moats, and Resilience

• Kick-off (60 min): Monday, June 1, 15:00 CET (time TBD)
• Remote workshop 1 (5h): Friday, June 5, 13:30–18:30 CET
• Remote workshop 2 (5h): Friday, June 12, 13:30–18:30 CET
• Ask-us-anything (60 min): one month later (date TBD)

With Alex Osterwalder

Dr. Alexander Osterwalder is one of the world's most influential business thinkers and the mind behind the Business Model Canvas and the Value Proposition Canvas. Frameworks that have fundamentally changed how organizations approach strategy and innovation. A sought-after keynote speaker, he has shared his ideas at leading institutions including Stanford, Berkeley, MIT, and IMD. When facing their most critical strategic challenges, the world's top business leaders seek out Alex, making him one of the rare thinkers whose work shapes both how companies think and how they act.

About Strategyzer

Strategyzer helps organizations master strategic work and sustainable growth. We are the architects of the best-selling books: Business Model Generation, Value Proposition Design, and The Invincible Company, ranked by the Financial Times among the Top 10 most cited business books of all time. Our proven methodology has empowered millions of practitioners and 1,000+ leading organizations, including Nestlé, Microsoft, and NASA. We provide the tools, playbooks, and expertise to turn ambitious ideas into business impact.