Article · ~8 min read

Unlocking customer-centric innovation with author Stephen Wunker

Stephen Wunker · YourStory Free Intermediate India

Wunker's Jobs to Be Done framework gets an Indian audience through this YourStory piece, useful if you want the underlying motivation angle on customer discovery written for founders building here. It complements the Mattress Interview transcript above with the theory behind it.

  • Look past stated preferences to the underlying motivation.
  • The same job can be done by very different products.
  • Segment by motivation, not by demographics.
Open on yourstory.com ↗

The question it answers

  1. What questions should I actually ask in a customer interview?

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