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If you're interested in implementing Jobs to be Doneβwhether you're a seasoned practitioner or new to the JTBD worldβthis practical guide to qualitative customer interviews belongs on your bookshelf alongside the books of Bob Moesta, Jim Kalbach, and Clayton Christensen.
Deploy Empathy is underpinned by a key idea: how you ask a question matters just as much as the questions you ask. In order to thoroughly understand customer jobs to be done and pull out their hidden needs, desires, and processes, you need to ask questions empathetically.
Thankfully, empathy is a skill that anyone can learn. Deploy Empathy will help you learn the skill of interviewing your customers and help you learn to truly listen to them. Armed with the tactics youβll learn in this book and the toolbox of scripts and phrases, you'll be able to sell more of your existing product, build the right features that will delight your customers, and stop churn in its tracks.
By the end of this book, youβll be able to interview customers, clients, stakeholders and potential customers with confidence.
"A smart look at one of business's most overlooked but critical topics." - Morgan Housel, Partner at Collaborative Fund and Author of the International Best-Seller The Psychology of Money
"Deploy Empathy is a rare treat: a deep dive, by an expert practitioner, into customer interviews. In addition to strategic exhortations to keep the interview focused on the customer, the tactical advice about phrasing to draw out their opinions and emotions without biasing them is top notch. I'd heartily recommend it to anyone who builds or sells. Deploy Empathy is, far and away, the best book I've ever read on user interviews, filled with tactical insights that were new even having done hundreds of them." - Patrick McKenzie (aka patio11), Founder, Kalzumeus Software