Interviews

Customer interviews

the problem with customer interviews is that they want to please you therefore can't be trusted fully
What helps is to ask more widely for their JTBD 1 and their context rather than just on a specific product
- focus on the question – what is the job your customer is hiring you for?
we must understand what customers do and do not know
- customers usually know only what system tells and allows then

understanding a customer's moment of struggle can help marketing a solution. It can be even a moment of anxiety that prevents him doing something
look for struggle and energy to tap into when identifying customer jobs or energy and desire to evolve
after finding the struggle – look for ways how could customers make their lives better
key is to identify what they struggle with and what is what they aspire for
- like a gap analysis it shows where they are at versus where they want to be
start with mapping out demand generators, then blockers
- pushes and pulls, then anxiety and inertia
During interviews rephrase What job does my product do?” into “What job is the customer trying to get done when using the product?”
ideal targets are customers who recently bought your product or a similar product from a competitor
when interviewing customers – they will always offer a solution about a problem they're facing. Leave the solution to them and separate the problem from the solution.
**The most critical during interviewing is to understand what causes someone to buy something

what they've done, not what they want
what other solutions they tried
what worked and what did not
what is similar and what is different between those solutions
how is their life better once they have solved the JTBD 1
what makes customers think one solution is better than the other
How will the customers evolve once their job is solved
what alternatives have you tours tried before
at what point they realized current solution was not working anymore
identity pulls by asking opinions on other products, why did they choose them and how do they compare to each other
if there is something that blocks you from buying my product
- if so, what might help to mitigate?
what budget you're taking away from and how it is managed
why have leaving clients stopped using your product
if struggling now, why not last week/month/ year... and what has changed?
why not choosing other solution? how do they compare to each other?
what value does current competition deliver?
once they achieve the new me
- how does it feel?
- Did it bring expected outcomes?
- Did it bring some new aspirations?