Chapter 3

Does asking customers reveal what they need?

Hỏi khách muốn gì có cho tôi biết họ cần gì?

The chapter's question

How do you discover the jobs your customers actually have?

Big idea

Study behavior, not opinions - watch what people do, not what they say.

In this chapter

  1. Part 3.1

    Switch Interviews

    In this week's customer interview, how many "tell me about the time when..." questions did you ask instead of feature questions?

  2. Part 3.2

    Timeline Mapping

    On average, how many days pass between your customer's first thought and the purchase?

  3. Part 3.3

    Forces of Progress

    What is the number one anxiety customers feel about switching to your product, and what will you do to reduce it?

The reading for this chapter is inside Conan School

This chapter has 3 readings, with case stories and exercises. Chapter 1 of Jobs to be Done - The Innovation Framework is free to read right here.

Read in Conan School

Chapters of Jobs to be Done - The Innovation Framework

  1. 1.Is my real rival a product like mine?
  2. 2.Do people buy for function, or how they're seen?
  3. 3.Does asking customers reveal what they need?