Mastering Jobs to be Done interviews

The one-page method for interviews that reveal why people really buy

Most customer interviews collect opinions about a hypothetical future. A Jobs-to-be-Done interview reconstructs the true story of one real purchase. Get the cheat sheet and run a better interview this week.

• The 6-stage timeline to rewind any purchase to the first thought
• The 4 forces that decide every switch, and how to hear them
• 11 questions that surface the truth, and 5 that quietly invite fiction