Strategy

Official · updated Nov 4, 2026 · v1.0.1

Plans and synthesizes JTBD switch interviews: a timeline guide, a timeline and four-forces summary per interview, and a job statement across interviews with decisions.

When to use it

• You're about to interview customers who recently switched to you, to a rival, or away
• You have several switch interviews and need the job behind them
• Win-loss notes say price or features and you want the real trigger

What you give it

• The switch to study, from what to what
• Who switched in the last 30 to 90 days
• Interview notes or transcripts with quotes
• The decision the research informs

What you get

An interview guide on the switch timeline, a timeline and four-forces table per interview, a job statement with supporting counts, decisions with owners, and gaps.

Changelog

• v1.0.1 · Nov 4, 2026 · Example: A's notes now give the 'one place' pull, A's timeline has an ongoing-use row, the job is marked provisional below 5 to 8 interviews, decision 3 credits C only with a first thought after the deadline, C gets its own job line, decision 4 gets an owner, and the gaps flag that interview dates (recall within 90 days) are unknown.
• v1.0.0 · Nov 4, 2026 · First release.

Sources

1. Know Your Customers' Jobs to Be Done - Harvard Business Review (2026-11-04)
2. Jobs to Be Done Theory - Christensen Institute (2026-11-04)
3. Competing Against Luck - Christensen Institute (2026-11-04)
4. The Switch Interview - Jobs to be Done (Moesta and Spiek) (2026-11-04)
5. Unpacking the Progress Making Forces Diagram - Jobs to be Done Radio (2026-11-04)
6. 262 Bob Moesta: Sales is a timeline, not a funnel - Helping Sells Radio (2026-11-04)

Related skills

• User interview guide Writes a user interview guide with a screener, warm-up, past-behavior questions with no hypotheticals or leading, probes, and a wrap-up.
• User interview synthesis Synthesizes interview notes into themes with participant counts, quotes, jobs-to-be-done, insights vs. assumptions, and recommendations with confidence.
• Win-loss analysis Analyses won and lost deal notes or interviews into the buyer's real reasons, patterns by segment and competitor, and up to 5 changes with owners.
• Positioning statement (5 components) Drafts positioning from April Dunford's 5 components: alternatives, unique attributes, value, target customer and category, then a one-line statement.
• Beachhead segment plan Scores candidate segments and picks one beachhead with its compelling reason to buy, lists the whole-product gaps, drafts a positioning line, and names the next adjacent segments.

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