220 - How To Dig For The Energy In Customer Interviews (Bob Moesta, Founder of Jobs To Be Done)

A ton of people I speak to in B2B talk about the JTBD approach. So I had to bring on Bob because I have many questions.

Bob Moesta is an entrepreneur and innovator known for his Jobs-To-Be-Done (JTBD) theory. He started 10 companies and is currently the Co-Founder of the Re-Wired Group.

Here’s what we cover:

Define Jobs-To-Be-Done (JTBD) for someone unfamiliar with it;

How sales and buying aren't the same and why that matters;

Where did JTBD Theory come from;

People don't buy things, they hire to help them make progress;

Deconstructing the parts of JTBD: push, pull, friction, habit, frame the solution;

Should we trust what our customers say;

How many customers do you need to talk to for good insights;

Which customer insights to ignore;

Bob walks me through an example for a company using the JTBD Theory;

What's the most important question to ask in customer interviews;

How to dig for energy in customer interviews;

Mistakes people make when implementing the JTBD framework;

The Jobs To Be Done Handbook is from 2014, what has changed about the way you think about and apply JTBD;

How do you see JTBD fitting into the context of AI and automation.

Bob on LinkedIn: www.linkedin.com/in/bobmoesta

The Re-Wired Group: therewiredgroup.com

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Music by my talented daughter.

Anna on LinkedIn: ⁠www.linkedin.com/in/annafurmanov⁠

Website: ⁠furmanovmarketing.com