“following something like the jobs to be done framework is freaking amazing and like a really really practical version of that is the book from Michelle Hansen deploy empathy that's a really really practical version where it's like if you've never ever talked to or interviewed a customer or interviewed a prospect before following a framework like that is really really helpful do that 20 times”

If you've never interviewed a customer, use the Deploy Empathy framework

If the founder has never run a customer interview, Michelle Hansen's Deploy Empathy is the practical entry into jobs-to-be-done. Twenty interviews using that framework yields enough raw material to build out the marketing strategy's foundational building blocks.