Jobs To Be Done Practice

The Interview

Timeline Interview Format

Walk backwards from the moment of purchase/adoption:

1. What triggered you to look for a solution?
2. What were you using before?
3. What didn't work about the previous solution?
4. How did you find alternatives?
5. What made you choose this option?
6. What almost stopped you from switching?

Key Questions

• 'Tell me about the last time you...' (gets specific, recent stories)
• 'What were you hoping would happen?' (reveals desired outcome)
• 'What was the hardest part?' (reveals pain points)
• 'What would you do if this didn't exist?' (reveals the real competition)