Interview for the Job, Not the Feature List
Run a JTBD interview that uncovers buyer progress, context, and tradeoffs rather than feature preferences.
JTBD interviewing is a search for the forces behind the decision. When people say they want a feature, they are often compressing a larger story into the easiest available label. A request for "more reporting" may really mean, "I need proof quickly enough to defend a budget request." A request for "AI summaries" may really mean, "I need to hand off context without reading thirty notes." If you stop at the feature, you miss the job. The strongest JTBD interviews stay close to reality. Ask about the last time the buyer noticed the problem, the moment it became urgent, the…
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