Learn why your customers really buy.
A hands-on Jobs-to-be-Done course. Watch four real switching interviews. Conduct two of your own. Walk away confident in your interview skills, and armed with what it takes to turn interviews into product ideas that you and your team can ship.
Case studies built on our work form the foundation of Clayton Christensen's book Competing Against Luck. Our students work at Meta, Stripe, Grammarly, P&G, Ipsos, Forrester, and Gartner.
Asking better questions isn't enough. You need to hear what customers can't tell you directly.
This course teaches the interview craft that separates surface-level research from the decision-grade insight teams actually use to ship better products.
Conduct the interview
Unlock a buyer's memory of the actual moment they switched. The events, the trade-offs, the hesitations. Two guided practice interviews built in.
Analyze with real tools
Master the three artifacts every JTBD practitioner uses: the Forces of Progress diagram, the Timeline, and the Struggling Moment.
Turn insight into decisions
Synthesize across interviews, map competitive sets by job, and translate what you hear into product, pricing, and positioning choices.
Two new interviews. A B2B enterprise purchase and a B2C service purchase.
For the first time, the course covers a B2B purchase end to end. And we've added a B2C service purchase alongside the existing product purchase interviews. Three switching stories, every angle of the modern buyer.
- ✓Roxana & the Airbnb reservation. A first-time Airbnb booker walks through the switch from hostels and hotels. The course's first B2C service purchase interview.
- ✓Chris & the CRM purchase. A 72-minute video interview with the inside-sales manager who championed a 2-year enterprise switch.
- ✓What's different about B2B: multi-stakeholder champions, institutional habit, career-risk anxiety, and 2-year timelines that still follow the same framework.
- ✓Recruiting for B2B interviews: how to find and approach the right champions, gatekeepers, and decision-makers when the buyer is a team, not a person.
- ✓Stakeholder maps: a B2B-specific analysis tool layered onto the forces diagram so you can see who pushed, who blocked, and who authorized.
- ✓10+ distinct pushes decomposed. The accumulating pressure that actually drives enterprise switching, not the single inciting incident.
Every switch is governed by four forces. Master them and you'll hear things your competitors can't.
You'll learn how to identify each force in real conversations. And how to balance the pushes and pulls against the habits and anxieties that hold every buyer in place.
Framework, real interview, practice. Repeat.
Every technique is taught, then demonstrated on a real recording, then practiced by you by conducting your own interviews. No theory without application.
Taught by the people who formalized the framework.
Our joint case studies form the foundation of Clayton Christensen's book Competing Against Luck. You're learning from the source.
Leave with a credential worth showing.
On completion, you'll earn a Certificate of Mastery from The Re-Wired Group, signed by Bob Moesta and Chris Spiek. Share it on LinkedIn or add it to your portfolio.
What it certifies: you've completed 13 modules, studied four real interviews (three consumer, one B2B), conducted two practice interviews, and demonstrated competency in the Forces of Progress, the Timeline, and the Struggling Moment.
The reviews we're most proud of come from people already doing customer research.
I've spent a fair amount of time doing custdev-style interviews and while they've been useful, I've never gotten as much insight from customer interviews as I have until I started applying what I learned in this course. Love this course!
Easy to watch and digest. You'll come away with a clear understanding of the process, a framework to use in interviews, and lots of tips, hints and examples to forward your knowledge. If you're remotely interested in the JTBD approach, do this course!
The premise: asking people what they'd like in a product doesn't work. Instead, get them to recall a purchase, a conversion, a switching moment. So you can figure out the deeper reasons that made them choose to part with money. For me, this course helped build empathy for the "buyer" so I can get to a place where we both win, with less guess work. Kind of a big deal.
I did the live Switch Workshop with the guys from The Rewired Group and loved it. Their stuff is groundbreaking. Our next challenge was bringing the rest of the team up to speed. Within the first week of starting the course they were already successfully doing live interviews with customers. If you can't do the live Switch Workshop, this is a fantastic replacement.
I came here to learn how to conduct JTBD interviews and that's exactly what I've got. The course is very hands-on. You get to listen to insightful interviews Chris and Bob have conducted and they'll help you set up your own. I got excited after the first part and ended up doing 10 interviews for my business. Highly recommended if you want to up your JTBD interviewing game.
You'll learn using actual interviews we've conducted with consumers who have bought things like laptop bags, mattresses, Airbnb stays, and enterprise software. After all, the best way to learn is by unpacking real decisions that consumers have actually made.
Questions we hear most.
Who is this course for?
How is this different from reading Competing Against Luck?
Do I need a product to interview customers about?
How long does it take?
Can my team buy access together?
Stop guessing why people buy. Start hearing it directly.
One payment. Lifetime access. 13 modules. Four real interviews. Two you'll conduct yourself. A certificate of mastery signed by the people who wrote the playbook.
Enroll in Mastering JTBD Interviews