“Tell me about her. What’s her big dream? What do you think may be holding her back the most in life, right now? Has she ever experienced coaching before? Do you think she’d be open to coaching? Why do you think she’d benefit from speaking to me?”

She decided it was important for her entire team—not just the product marketers—to get out of the building, pack their bags, and visit customers at their home offices or office parks. Similar to the jobs-to-be-done framework, she had her team focus on what customers were trying to accomplish and what was motivating the why behind their choices.