Interview customers about the job they hired your product for: the timeline questions, the forces mapping, and what it means for positioning.
Script a JTBD interview for {{product}} ({{customer_context}} — who I'm interviewing, what they bought). The script: reconstruct the purchase timeline backwards ('when did you first realise you needed something?' — find the first thought, the trigger event, the search moments), map the four forces (the push of the old way's pain, the pull of the new solution, the anxiety about switching, the habit holding them back — questions for each), the hiring criteria ('what almost disqualified us?'), and the firing question ('what would make you stop using it?'). Include: the probe discipline (always 'tell me about that moment' — specifics over opinions), and how to turn 5 of these into positioning language.
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