I interview your customers. Specifically, I capture their decision to switch to or away from your product in documentary-level detail.I prioritize "switch stories" because they are an honest expression of demand.Who, in what context, with what needs or expectations, actually goes to the trouble of detaching from one way of doing something and picking a new way?12+ switch stories offer a sufficiently thorough and varied view of demand. We can then cluster these stories by the progress these customers want to make (or JTBD).What emerges is a new customer segmentation organized by 3-5 reasons "why" customers buy.This replaces your buyer personas segmented by "who" your customers are. So how does this help you?It is ultimately about improving the quality of your and your team's decision-making.Your company’s supply (the product you make and how you offer it) must be calibrated to actual demand (the real situations in which people need it). Round peg, round hole.How is your product underbuilt or overbuilt?Is this marketing message situationally relevant?Are sales people touting irrelevant features?Every decision becomes easier because it is grounded in a deep study of revenue-generating and or destroying-events. Your customer understanding will be anchored to them.In time, your financial performance does too. ----These switch insights are particularly beneficial in two contexts...1) When you are doing something for the first time, are wading through uncharted waters.- Launching a new product?- Taking on a new leadership role?I can quickly sharpen your understanding of the demand for a product.This sets you up to make supply decisions (e.g. who to target, what feature to add, how to pitch). 2) When the customer flows (in or out) aren't where you need them to be- Only a trickle in of newly acquired customers- A stream or even flood out of churning customersI can quickly diagnose mismatches between your customers' demand and the product you supply.This sets you up to make targeted product, marketing, sales, and customer success interventions.---Send me a DM if you are interested in learning more. I look forward to chatting.