Article · 18 minute read

Customer Interviews: How to Use the Jobs-to-Be-Done Framework

CXL Free Intermediate

This walks through Jobs to Be Done interviewing, which is built entirely around reconstructing a real past decision rather than asking anyone to imagine a future one. It gives you a concrete timeline structure so ask about the past becomes a repeatable method, not just a rule to remember.

• Reconstruct the timeline of a real purchase or switch decision moment by moment
• The forces pushing someone away from their old solution matter as much as what pulled them toward the new one
• Watch that the questions in your timeline do not quietly become leading themselves