JTBD Switch Interviews: Discovering Why Customers Actually Buy
John Gusiff
Managing Partner - Customer Centric LLC
Discover Why Customers Actually Switch
Most teams ask customers what they want.
But customers don’t switch because of features — they switch when the forces pushing them forward outweigh the forces holding them back.
In this hands-on 3-hour workshop, you’ll learn how to run Six Forces JTBD Switch Interviews to uncover why customers actually buy. You’ll then learn how to turn those insights into opportunity statements that inform product decisions, positioning, and go-to-market strategy.
You’ll learn how to:
Run Six Forces JTBD switch interviews
Identify how customers make progress from struggling moment to hiring moment
Synthesize interview findings into patterns
Create opportunity statements
Decide what to build/change about your GTM strategy
Perfect for founders, product leaders, marketers, and growth teams looking to move beyond opinions and uncover the real drivers of customer decisions.
Workshop agenda
- 4:00PM EDT
Why Customers Switch
Understand why traditional customer research often fails and how switching behavior provides a clearer understanding of why customers actually buy.
- 4:15PM EDT
The Six Forces Framework
Learn the Six Forces model and how promoting and blocking forces influence decision-making.
- 4:35PM EDT
Group Exercise 1: Identifying Switching Behavior
Practice identifying the Six Forces using a recent purchase or switching decision. This exercise helps participants quickly internalize the framework before conducting interviews.
- 4:50PM EDT
The Switch Interview Method (Six Forces)
Learn a structured approach for running JTBD switch interviews, including the six forces and desires, what questions to ask, and how to uncover switching motivations.
- 5:15PM EDT
Group Exercise 2: Practicing Switch Interviews
Practice conducting Six Forces Switch Interviews in pairs, learning how to both facilitate and/or listen for all elements of a switch interview. Identify 1 to 2 initial opportunities per interview.
- 6:15PM EDT
Real-world Examples: From Switching Insights to Revised GTM Strategy
Learn how swtich interviews often inform revised positioning, messaging, customer experience, and go-to-market strategy.
- 6:30PM EDT
Group Exercise 3: Opportunity Statements and GTM Strategy
Participants refine their opportunity statements and identify implications for positioning, messaging, segmentation, and overall go-to-market strategy.
- 6:50PM EDT
Final Q&A
Open discussion, questions, and guidance on applying the Six Forces method to your own product or market.
What you’ll learn
Understand the Six Forces that drive switching behavior and why customers move from old solutions to new ones.
Learn a structured interview method to uncover pushes, desires, pulls, status quo, avoidances, and anxieties.
Move beyond opinions and discover the real motivations behind customer decisions.
Learn how to synthesize findings and create clear opportunity statements for refining GTM strategy.
Use opportunity statements to inform rethinking positioning, messaging, segmentation, and overall go-to-market strategy.
Learn directly from John
John Gusiff
Managing Partner, Customer Centric Solutions LLC
Who this workshop is for
Founders and Product Leaders
Understand why customers switch and where to focus your roadmap.Product Marketing and GTM Leaders
Identify buying drivers and turn them into positioning and strategy.Customer Success and Retention Leaders
Understand why customers churn or expand, and identify opportunities to improve retention and growth.
What's included
Live sessions
Learn directly from John Gusiff in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Testimonials
We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.
Minh Tran
Senior Director of CX, Gympass (now Wellhub)Leveraging JTBD-based insights helped us uncover the different motivations for adventure travel, why people choose G Adventures, along with the outcomes people (aspirational, functional, emotional, and social) are seeking to accomplish when booking a small group adventure travel experience.
Lauren Mitchell
Former VP Customer Experience and Marketing, GAdventuresWe utilized the methods taught in the course to better understand our most important customers - their emotional connection to the brand and its products. To better tailor our marketing messages and understand different loyalty drivers.
Jackie-Poriadjian-Asch
Former CMO, Canada GooseConducting jobs-to-be-done interviews across different luxury persona helped us uncover unmet needs related to finding inspiration, discovering new brands, shopping for an item, shopping for an outfit, finding good deals and getting the type of VIP experience they expect.
Molly Chapman
Former Head of Product, Mosesens
Frequently asked questions
$325
USD
2 cohorts