Uncovering Customer Decision-Making Complexity

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Todays show:

Bob Moesta joins Jason to discuss important customer interview methods, such as the concept and importance of deep listening (7:21), quantitative vs. qualitative and hypothesis-building research (13:08), “The jeweller effect” and building trust (37:47), and more!

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Timestamps:

(0:00) Bob Moesta of the Re-Wired Group joins Jason.

(2:33) Jumping into Bob's origin stories and the early lessons that shaped his career.

(4:59) Unpacking the concepts of “the customer is not always right” and that they don’t actually know what they want.

(7:21) The concept and importance of deep listening.

(8:52) Bob’s use of “the death day” and learning the value of time.

(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y

(13:08) Quantitative vs qualitative and hypothesis-building research.

(16:51) Bob’s four amazing mentors and how they turned him from an illiterate eighteen-year-old into an innovation machine.

(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

(21:40) The dangers of identifying personas and “the secret sauce”.

(26:08) Drawing importance from the “irrational decision”, as context drives the rationale.

(28:28) Bob explains his approach to interviews.

(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist

(32:32) Applying these concepts to a customer buying a diamond or health care.

(37:47) “The jeweller effect” and how do you cause trust?

(40:48) Making people problem aware.

(47:45) Applying the fact that people learn out of routine to the electric car customer.

(54:18) The concept of nostalgia.

(1:03:08) Bob’s current book he is writing about what causes someone to leave one company and go to another.

(1:15:57) At what stage is a company that hires the Re-Wired Group?

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Check out The Re-Wired Group: https://www.anomalo.com/

Check out Bob’s website and publications: https://www.bobmoesta.com/

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Follow Bob:

X: https://twitter.com/bmoesta?lang=en

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

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X: https://twitter.com/Jason

LinkedIn: https://www.linkedin.com/in/jasoncalacanis

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Thank you to our partners:

(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y

(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist

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Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

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