Thanks for the series, I like to hear about different approaches. While I don’t tend to characterize the technique myself as “Switch”, I get why it’s billed that way and our team did work with ReWired to learn the interview and analysis process. We’ve viewed it more as talking to people who’ve hired something as opposed to a product switch — though a switch is useful. I don’t disagree that there maybe something missing with nonconsumers — they are harder for us to find and interview. But in the situations we’ve used this technique so far to uncover jobs we haven’t found it overly limiting and still find the insights robust and actionable. In one case, we interviewed people who hired a range of products to help them with minor acute illnesses. We got excellent insights as to their hiring criteria and trade offs when hiring one product over another. Now that I think about it, I would say that the process did leave us with a sense of why people may not consume. When you hear the habits and anxieties that consumers experience, you do get some understanding of what may be holding people back who don’t consume.
We’ve found the Forces of Process to be invaluable for enhancing our customer discovery techniques, even when we are not necessarily doing full-blown JTBD work. In health care, these forces can be quite profound. The Christensen Institute recently published an excellent report applying the thinking to chronic disease.