Question 1

Can't I just talk to my customers myself?

Accepted Answer

You should, and you can keep doing it. But customers soften their answers for founders, and lost buyers give a polite excuse instead of the real reason. I get you the honest answers you can't get yourself. You can also listen in on one call with a happy customer, with their OK. Want to learn to run them? That's done-with-you.

Question 2

Can't AI do this?

Accepted Answer

AI can run interviews, and I use it for breadth. Getting your best, lost and churned customers to say yes, knowing what their answers mean, and getting your team to act on it are still human jobs. Nielsen Norman Group found AI interviewers “follow the script, not the insight.”

Question 3

Is this win-loss analysis?

Accepted Answer

Yes, and more. Win-loss interviews cover the deals you won and lost. I also talk to customers who churned, because they often know best where your message overpromised. You get the reasons in their words, not a dashboard.

Question 4

How is this different from jobs-to-be-done interviews?

Accepted Answer

I use jobs-to-be-done (switch) questions in every call: what was happening when they started looking, what else they tried, and what made them pick you. The difference is what you get at the end: a positioning and messaging fix sheet you can use right away, not just a research report.

Question 5

Will this help us define our ideal customer profile (ICP)?

Accepted Answer

Yes. Your best customers share patterns: what made them start looking, who pushed for it, and the problem they had. I show you who they are, so you know who to target and who to stop chasing.

Question 6

How many customers do I need?

Accepted Answer

About 40 people who decided on you in the last six months, at least 15 of them paying customers. Fewer than that? Tell me, and we’ll scope a smaller set of calls.

Question 7

Why 10 to 15 calls?

Accepted Answer

Research finds the main themes usually show up within 9 to 17 interviews, when the people are similar and the question is narrow (Hennink and Kaiser, 2022). So 10 to 15 calls is enough to see the patterns, and few enough to finish in four weeks.

Question 8

What if my customers don't reply?

Accepted Answer

I start with about 40 names to get 10 to 15 calls, and ask for backup names in week one.

Question 9

Will my customers find it annoying?

Accepted Answer

It's 30 minutes, no camera and no sales pitch. I also recommend a small thank-you gift for their time. Nothing they say goes out with their name unless they agree.

Question 10

How much of my time does it take?

Accepted Answer

A kickoff call, warm intros to your customers, and a one-hour workshop at the end. I handle scheduling, interviews and analysis.

Question 11

What's the founding rate?

Accepted Answer

$5,500 instead of $9,500 for the sprint, or $2,500/month for the first 3 months of Won, Lost, Left. For my first 5 clients. In return: a named case study you approve, an honest quote, up to 3 reference calls and intros to 2 founders. We also check results together at 30, 60 and 90 days, and I may publish them in the case study.

Two ways to work together.

Why They Buy

Won, Lost, Left

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