Lightning Lessons

Customer Discovery with an Interrogator’s Edge

Hosted by John Gusiff

Wed, Oct 1, 2025

6:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

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Customer JTBD Interviewing Skills
JOHN GUSIFF
View syllabus

What you'll learn

Six Interrogation-Inspired Listening Techniques

Six practical methods to get beyond surface-level answers in discovery calls, product demos, and customer interviews.

Uncovering the Causal Mechanism for Behavior

How to uncover causal drivers of behavior—the real reasons customers switch, resist, or make progress.

Turning Stories into JTBD Insights

How to translate raw customer quotes into jobs-to-be-done statements informing product, marketing, and growth strategy.

Cross-Industry Case Examples

Real-world B2B and B2C interview scenarios from industries such as finance, retail, healthcare, travel, and more!

Why this topic matters

Most interviews fail because customers give short, surface answers. The real insights live in the details—why people switch, stay stuck, or make progress. By mastering interrogation-inspired interviewing, you’ll learn to uncover the causal drivers of customer behavior, go beyond traditional market research, and gain a repeatable skill you can apply to every discovery call, or JTBD interview.

You'll learn from

John Gusiff

Founder, Customer Centric Solutions LLC

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.


He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.


He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.


Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

Consulted at

lululemon athletica
Ecobee
Citi Bank
Humana
TransAlta

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