Commit to One JTBD Interview
Plan and commit to a specific customer interview that uncovers a buying trigger.
Complete the commitment and revisit the result in three days. You have a case study deadline next week, but the current notes only say the customer "needed efficiency." A 20-minute interview can reveal the actual trigger. I will interview [customer/contact] about [buying trigger] and ask: "What changed that made the old workaround unacceptable?" "Who noticed first?" "What evidence made action feel safe?" In 3 days, check whether you completed the buyer-facing action and what evidence changed. Interview a recently won customer about what changed before they entered the pipeline. Ask a champion from an active opportunity what internal meeting they…
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