Podcast · ~50 min

10 Customer Interviews That Reveal Why People Really Buy

Omer Khan, Bob Moesta · The SaaS Podcast Free Intermediate

Moesta invented the 'switch interview' technique and explains here how to reconstruct the exact moment a customer decided to leave their old solution, including yours or a competitor's. It gives you the mechanics behind the mattress interview above: the four forces (push, pull, anxiety, habit) that explain why someone finally switched, which is precisely the roadmap you're trying to build.

  • Every switch is a tug of war between push, pull, anxiety, and habit
  • Reconstruct the timeline of events leading to the decision, not just the decision itself
  • Ten deep interviews with the right people beat a hundred shallow ones
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The question it answers

  1. How do I recruit and interview my competitor's customers without it getting weird or them shutting down?

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