Keep JTBD interview prompts and traps close at hand
Recall strong JTBD prompts and the common traps that weaken discovery interviews.
Best opening prompt when a customer says something was hard “Tell me about the last time that happened. What were you trying to get done?” This opens a real episode instead of a general opinion. Which question yields stronger discovery evidence? Past behavior and workaround stories usually carry far more signal than reactions to invented concepts. “Customers keep asking for export. Why not just ask what export format they want?” A teammate wants to skip problem discovery. Because export is the customer’s proposed answer. First learn what progress they are trying to make, what makes it hard today, and what…
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