JTBD Switch Interviews
Bob Moesta & Chris Spiek's Switch interview with Klement's four forces: Switch interviews (fan) -> Map the forces (waist) -> Shape the hire (fan) -> Validate the switch (waist). Reconstruct the timeline of a real recent switch and the push, pull, anxiety and habit around it to name the job a customer hires for.
When you want the causal story behind a purchase or switch: why people fired the old way and hired a new one, so you can design something that wins the switch.
Stages
Switch Interviews
Interview personas about a REAL recent switch — the moment they hired this kind of solution and fired the old one. Reconstruct the timeline of the struggling moment, first thought, passive and active looking, and the decision.
Map the Forces
Map the four forces across the stories — the PUSH of the situation and PULL of the new way (which drive change) versus the ANXIETY of the new and HABIT of the present (which block it) — and name the core Job to be Done. Author payload.forces {push, pull, anxiety, habit} + payload.job_statement.
Shape the Hire
Design solution levers that amplify push and pull while reducing anxiety and habit. Explore several distinct approaches and make the strongest one tangible as a prototype.
Validate the Switch
Personas use the solution; test whether it actually wins the switch — enough push and pull to overcome anxiety and habit, would they fire the old way? Converge to a buildable spec.