Switch interviews help your customers to walk you through their experience getting to a buying decision.

That might have been to buy your product, stay with a current solution, or move to a competitor.

In this video I'll introduce you to the Jobs to be Done framework, coined by Clay Christensen and Bob Moesta,

You'll learn about the Four Forces that dictate our decisions to change.

And I'll share example questions for you to use in your Switch Interviews.