Understanding Jobs to be Done Interviews and Tips for Conducting Them

In this chapter, they discuss the concept of jobs to be done interviews and provide tips on conducting them. They emphasize the importance of starting with a beginner's mind and being open to learning. They explain that jobs to be done interviews are hypothesis building research rather than hypothesis proving research. They also talk about the underlying principles of jobs to be done, such as the idea that everything is cost and the importance of understanding why people do what they do. They give suggestions on how to approach conducting interviews when you don't have a product yet.