JTBD Interview Moves at a Glance

Timeline opener “Take me back to the day or week you started looking. What happened?” Use when the customer gives a vague need like visibility, automation, or efficiency. “I just want feature X.” Customer jumps to a requested solution. Your line “That may be the right answer. What was happening when X became important?” Do not debate the feature before recovering the situation. It validates the request while moving upstream to causality. Preference question vs JTBD question Prefer behavior and timeline before concept testing. Outcome probe “How did you know the job was done well?” Listen for time, risk, confidence,…

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