Free Lesson
Customer Discovery with an Interrogator’s Edge
45 min
Oct 13, 2025 3:00 PM
Virtual (Zoom)
In this video
What you'll learn
Six Interrogation-Inspired Listening Techniques
Six practical methods to get beyond surface-level answers in discovery calls, product demos, and customer interviews.
Uncovering the Causal Mechanism for Behavior
How to uncover causal drivers of behavior—the real reasons customers switch, resist, or make progress.
Turning Stories into JTBD Insights
How to translate raw customer quotes into jobs-to-be-done statements informing product, marketing, and growth strategy.
Cross-Industry Case Examples
Real-world B2B and B2C interview scenarios from industries such as finance, retail, healthcare, travel, and more!
Why this topic matters
Most interviews fail because customers give short, surface answers. The real insights live in the details—why people switch, stay stuck, or make progress.
By mastering interrogation-inspired interviewing, you’ll learn to uncover the causal drivers of customer behavior, go beyond traditional market research, and gain a repeatable skill you can apply to every discovery call, or JTBD interview.
You'll learn from
John Gusiff
Founder, Customer Centric Solutions LLC
Consulted at
