| name | interview |
| description | Use when onboarding a new product/project. Progressive interview to understand purpose, vision, north star, and competitive landscape. |
Interview Skill
Progressive onboarding through structured discovery conversation.
When to Use
- Starting a new product or project.
- Joining an existing product that lacks documented context.
- Context has changed significantly and needs refreshing.
Workflow
Phase 1: Purpose & Vision
- Ask: "What problem does this product/organization solve? Who suffers without it?"
- Ask: "What does success look like in 3 years? What would change in the world?"
- Ask: "What will you never do, even if it would be profitable?" (ethical boundaries)
- Synthesize into a purpose statement. Validate with the user.
Phase 2: Users & Jobs
- Ask: "Who are your primary users? Describe a specific person."
- Ask: "What are they trying to accomplish? What job are they hiring your product to do?"
- Map JTBD (functional, emotional, social) per user type.
- Ask: "What workarounds do they currently use?"
Phase 3: North Star & Metrics
- Ask: "What is the single metric that best indicates you're fulfilling your purpose?"
- Ask: "What leading indicators predict movement in that metric?"
- Construct a north star framework: metric + input metrics.
Phase 4: Landscape & Strategy
- Ask: "Who else solves this problem? How are you different?"
- Ask: "What are you betting on strategically right now?"
- Ask: "What is your biggest uncertainty or risk?"
- Sketch initial Wardley map positioning if sufficient context exists.
Phase 5: Current State
- Ask: "What has been tried and failed? What did you learn?"
- Ask: "What's the team structure? How do decisions get made?"
- Ask: "What are the immediate priorities?"
Output
- Purpose statement
- JTBD map per user type
- North star metric + input metrics
- Strategic context summary
- Initial opportunity areas (from what was shared, not assumed)
Theory Citations
- Sinek: Start with Why (purpose)
- Christensen: Jobs to Be Done
- Torres: Continuous Discovery Habits (opportunity identification)
- Wardley: Wardley Mapping (landscape)
- Cagan: Empowered (vision, strategy)
