A customer interview course (Jobs to Be Done)
In Their Words
Customer interviews in plain English. With an AI coach.
Pay once. No subscription. Lifetime access. 30-day refund.
Ask a landscaper why he bought invoicing software and he’ll say, “We needed better invoicing.”
Keep asking, and the real story comes out.
He was typing invoices at the kitchen table until midnight every Sunday. He covered payroll on his own credit card because a customer paid 90 days late. His daughter asked, “Are you working again?”
That’s what he was buying. Not invoicing. His Sundays back.
You’d never guess that story. And he’d never volunteer it.
Here’s the problem
We’re usually not our buyer. So we guess. We write “streamline your invoicing” and wonder why nobody replies.
When we use our customers’ own words, our outreach stops sounding like a pitch. It sounds like we get it.
This course shows you how to get those words. And what to do with them.
Buying is like switching jobs
Everyone has quit a job, or thought about it. Your boss takes credit for your work. A friend mentions a better job. You know everyone where you are. And what if the new place is worse?
Your customers go through the same thing. What’s bugging them and what they hope for pull them toward change. What’s comfortable and what scares them hold them back. Then one moment tips it. Once you see it, you know exactly what to listen for.
What’s inside
- 22 short lessons in plain English. Every lesson has the same shape: the idea, why it matters, an example, and one thing to do.
- The Interview Coach. Paste in your interview. In about a minute you get your notes in your customer’s exact words, the parts of their story you missed, and the question to ask next time.
- Practice with Tony. Interview a pretend customer before you call a real one. Vague questions get vague answers. Good ones get the story. Then get coached on it.
- Cold emails built on their words. The Coach drafts a four-email sequence and a call opener from your interview, every line labeled so you can see why it works.
- Who to email next. Your customer’s own story tells you which companies are living the same moment right now. The Coach gives you the clues, where to look, and a search you can paste.
- A one-page call card. The opener, eight questions, four follow-ups. Keep it in front of you on the call.
- Two full examples. A landscaping company owner and a controller at a manufacturer, from conversation to notes to emails.
- The whole guide as a PDF. 20 pages, if you’d rather read it in one sitting.
How it works
- Pick four customers who bought in the last 30 days.
- Invite them to a 30-minute call. The invite email is in the course.
- Have the conversation. Ask, then listen.
- Paste the transcript into the Interview Coach.
Nervous? Start tiny. One 15-minute conversation this week. Practice with Tony first.
Who it’s for
- Salespeople, founders and marketers tired of guessing what buyers care about.
- Anyone who wants their outreach to sound like a peer, not a pitch.
- Beginners. You don’t need to know what “jobs to be done” means.
Who it’s not for
- Anyone looking for a survey to send instead of a conversation.
- Anyone who wants to write emails without talking to a customer.
What if…?
What if they say no? Some will. Most people like being asked for their story. Ask six to get four.
What if I don’t have customers? Ask your account managers for intros, or talk to someone who bought from a competitor.
What if I’m not in sales? Good. You’re not selling anything on these calls. You’re listening.
What if I get it wrong? You will, a little. Everyone does. The Coach shows you what you missed, and writes a follow-up email to fill the gaps.
Is my interview private? Yes. Your interviews are saved to your account only, and you can delete them anytime.
30-day refund
Read the course. Try the ideas on real calls.
If it’s not for you, just say so within 30 days. Email josh@joshbraun.com.
I’ll send your money back. No convincing. No retention offer.
Seems weird to teach selling without pressure and then pressure you.
Josh