This is a superb article. The best JTBD article I’ve read. 10/10
I have a question about your interview section — where the jobs are identified. I’m working on a new product; no-one has made a decision to use the product yet. How do I identify the JTBD for a new product that hasn’t launched?? Can it be done e.g. showing them the prototype and asking them to think about when and how they’d use it?