Turn Segments into Struggling Moments

Principle: The best JTBD interviews start with a recent switch, workaround, failure, or high-stakes moment. The Move Keep the segment, but add the trigger. Use: "People who [role/segment] and in the last [time window] had to [struggling moment]." Why It Works Specific recruiting improves interview evidence. It helps people remember details, lets you compare similar stories, and gives synthesis a causal thread. Practice Lens If the recruit screen could include people with no recent experience of the problem, it is too broad.

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