Know why customers switch. Explore your market through switch interviews.

Your roadmap is full of features and nobody is sure whether they change anything. Surveys and market reports tell you who your customers are but rarely why they choose. With the right interviews you know as a product manager which progress customers are looking for and what holds them back. You learn to run those interviews, process them and translate them into your backlog.

Every interview looks for the answer to one of three questions:

Book a callFind where you're stuck

Which sentence have you said yourself?

"I can't interview. Please teach me."

Course with an AI interview tool

What's behind it

Courses show perfect cases. You watch, but you never practise with a customer who answers vaguely or drifts off.

What you gain

From one conversation you get why someone switched, left or did nothing. After 30 days we measure whether you can still do that.

What you get

A training on Jobs to be Done, tested in a start-up and scale-up context. You learn the theory beforehand with a tailored prompt and my 29-page summary. In the training you practise with real people and afterwards you can keep practising with AI personas.

Everything about the course

"AI writes our code. Now discovery is the slowest link."

Discovery at the pace of your developers

What's behind it

Processing interviews is manual work: typing out, coding, reporting. By the time the report is ready, the feature is already built.

What you gain

Insight into why customers switch or drop off before the next sprint starts.

What you get

Claude Skills for every step, from transcript to report. You get my set of skills around Jobs to be Done, ready to start with. The conversation itself stays human work.

Everything about the skills

"But our domain and company are special and complex."

Coaching in product discovery

What's behind it

Standard frameworks never quite fit your market. So the backlog fills up with whatever is asked for loudest.

What you gain

A backlog that steers on outcomes and experiments that lead to a real decision.

What you get

Coaching in your own context, with your interviews and your backlog. We adapt the skills to your domain so they speak your language. Once when you're stuck or as ongoing guidance. Where it helps, with the Kano model or Bayesian statistics.

Everything about the coaching

Talking instead of certificates

You've read the books on Jobs to be Done and listened to the podcasts. Still your next customer conversation stalls as soon as the customer says something unexpected.

Most courses show perfect cases and a certificate only proves you were there. I took plenty of them myself and afterwards I still couldn't do much more.

What counts is that you interview better after 30 days than before. So you learn the theory yourself, our time goes to practising and an AI persona measures your level just before the training, just after and 30 days later.

You can also practise without me. The AI personas are waiting in the separate tool Customer Conversations.

Open the practice tool

Where does it get stuck for you?

I'm Jonas Van Poucke and I work from Ghent in Flanders and the Netherlands. I speak Dutch and English. Contact me with your question or book a call.

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