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

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