Many companies are missing the mark on why their customers buy their products.
Three buckets of people you want to interview to understand JTBD:
* New Customers
* Long Term Customers
* Loss deals
Josh is curious about interviewing his customers, customers. This might be challenging, but Josh would want to know how they were referred to a new product.
Josh and Adrienne Brainstorm about interviewing as lead gen:
* Choose 25 favorite clients
* Interview their customers
* Show the interview to the company and let them know about the buying triggers found.
* Use social listening to find customers to interview
