Customers don’t just buy a product — they switch from something else. And customers don’t just leave a product — they switch to something else.

It’s in these switching moments that the deepest customer insights can be found.

On the 1st of October, a select group of 24 people will attend a unique, hands-on, full-day workshop to learn about “The Switch”.

Most businesses don’t know the real reasons why people switch to — or from — their products. We’ll teach you how to find out.

The workshop will be at the 37signals office in Chicago. The cost to attend is $1000. The workshop will be led by 37signals and The Rewired Group.

You’ll participate in live customer interviews.

You’ll learn new techniques for unearthing the deep insights that most companies never bother to dig up.

You’ll understand why people switch from one product to another and how you can increase the odds that the switch goes your way.

And you’ll be able to put everything you learned to immediate use.

There’s only one simple requirement: You’ll be asked to bring something with you. It won’t be a big deal. Details will be provided one week before the workshop.

Spots are limited. Only 24 people will be able to attend and participate.

If you really want to know why customers are switching to — or away — from your product, attend. If you’re only mildly interested, skip it to make room for someone else.

Want to be one of the 24? Register now.