Many companies are missing the mark on why their customers buy their products.
Three buckets of people you want to interview to understand JTBD:
Long Term Customers
Josh is curious about interviewing his customers, customers. This might be challenging, but Josh would want to know how they were referred to a new product.
Josh and Adrienne Brainstorm about interviewing as lead gen:
Choose 25 favorite clients
Interview their customers
Show the interview to the company and let them know about the buying triggers found.
Use social listening to find customers to interview