Understanding Customer Needs Through the Jobs To Be Done Framework

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The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)

Lenny's Podcast: Product | Growth | Career

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CHAPTER

Understanding Customer Needs Through the Jobs To Be Done Framework

This chapter delves into the 'jobs to be done' framework, which helps in understanding customer motivations and behaviors. It emphasizes the practical applications of JTBD in product development, particularly in newsletters and podcasts, while highlighting the importance of identifying true competitors by focusing on customer needs.

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Bob Moesta is the co-creator of the Jobs To Be Done (JTBD) framework, a close collaborator of Clay Christensen, and CEO and founder of The Re-Wired Group. He has helped launch more than 3,500 new products, services, and businesses and built and sold several startups himself. He is also a fellow at the Clayton Christensen Institute and a guest lecturer at the Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University’s Kellogg School of Management. In this episode, we discuss:

• What Snickers and Milky Way can teach us about JTBD

• The various flavors of the JTBD framework

• Best practices for implementing the framework

• Advice on conducting interviews for B2B vs. B2C customers

• Common mistakes people make when implementing JTBD

• When not to use it

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Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-jtbd-bob-moesta

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Where to find Bob Moesta:

• Twitter/X: https://twitter.com/bmoesta

• LinkedIn: https://www.linkedin.com/in/bobmoesta/