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    Course · Customer Intelligence trackTactic

    Customer Interview Script

    Run 5 buyer interviews using a structured script to surface real JTBD.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Customer Interview Script
    Open · jobs · pains · alternatives · close — with prompts.
    JTBD Synthesis
    Cluster interview notes into job statements.
    Define · Stakeholder Interview Plan
    Get the right 12 conversations before deciding.
    Win/Loss Interview
    Interview 3 won + 3 lost deals to find real differentiators.
    Pricing Willingness Interviews
    Van Westendorp · 4 price questions · 8 buyers.
    Lean Canvas
    Problem, solution, value prop, segments, channels, revenue, costs.
    Strategy this executes

    The strategic decisions this play depends on.

    Audience Research
    Strategy
    Interviews, surveys, ethnography and analytics — pick the method to fit the question.
    Jobs to be Done
    Framework
    The functional, emotional and social jobs customers hire your product for.
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    Audience Strategy
    Who you choose to serve — demographics, psychographics, pains and priorities of the buyers you actually want to win.
    Customer Strategy
    The full commitment to customers you make: segments to win, jobs to solve, promises to keep, and value to deliver over the lifetime.
    Segmentation
    Segment a market by need, behavior, value and context — not just demographics.
    Personas
    Fictional profiles that make abstract segments concrete for the team.