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Think about competition a bit more holistic

  1. Tell me about how you looked for a product to solve your problem.
  2. What kind of solutions did you try? Or not try? Why or why not?

Because solutions such as buying hiking boots or getting boots resoled would have negated the need to buy new boots, they are in fact competitions to your product.

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How the process looks

How the process looks

  1. When did you first realize you [needed something to solve your problem]?
  2. Where were you?
  3. Were you with someone?
  4. What were you doing, or trying to do when this happened?

Just like securing a boat at sea, we begun by dropping our bow anchor by starting with ...

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Get in the mood of remembering

  1. When did you purchase the product?
  2. Where were you?
  3. What time of day was it? (daytime/ nighttime?)
  4. What was the weather like?
  5. Was anyone else with you at the time?
  6. How did you purchase the product?
  7. Did you buy anything at the same time?

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Jobs to be done

The keystone of the Jobs To Be Done (JTBD) philosophy is the customer interview. When you’re able to work with a customer to relive that moment of struggle they had and ehy they hired a product to relieve them of pain which th...

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Different circumstances effect our buying decision

  1. Did you ask anyone about what they thought about the purchase?
  2. What was the conversation when you talked about purchasing the product with your <spouse/friend/parents>?
  3. Before purchase did you imagine what using the product would be like? Where were you when you were th...

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