Run a Three-Question JTBD Interview
Apply JTBD interviewing by asking timeline, stakes, and workaround questions.
Capture one causal JTBD story. Choose a real conversation where someone recently adopted, rejected, renewed, churned, or worked around a product or process. Three-question JTBD interview commitment Person/context I will ask: [customer / user / seller / support lead] Topic: [recent switch, workaround, renewal, churn, adoption, or request] Question 1 - Timeline: “Take me back to the day or week this became important. What happened?” Question 2 - Stakes: “What was at risk if you did not solve it?” Question 3 - Alternative: “What did you do before choosing anything new?” After the conversation I will write: Struggling moment: [specific…
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