Tool

Jobs-to-be-Done: The Switch Interview

Bob Moesta and Chris Spiek · jobstobedone.org Freemium Intermediate

The switch interview technique here is the deepest version of the live conversation approach: instead of asking what someone wants, you reconstruct the whole timeline of the moment they decided to buy, including the anxieties and habits that almost stopped them. It is slower than a Mom Test style chat, but it reaches causes a survey could never touch. The core frameworks are free to read, with a paid course if you want to go further.

• Reconstruct the timeline from first thought to purchase, not just the final decision.
• Look for the four forces at play: the push, the pull, the anxiety, and the habit holding someone back.
• Ten well chosen switch interviews usually surface the handful of moments that explain most of your market.