Lenny's Podcast: Product | Growth | Career

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

Aug 24, 2023

Bob Moesta, co-creator of the Jobs To Be Done framework and CEO of The Re-Wired Group, shares his expertise on understanding consumer behavior. He uses relatable examples, like Snickers versus Milky Way, to illustrate the essence of JTBD in product choices. The conversation covers best practices for interviews with B2B and B2C customers, common pitfalls in implementation, and when JTBD might not be the right approach. Moesta emphasizes the importance of context and genuine customer needs in driving effective product development.

01:09:54

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Episode guests

Bob Moesta

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Quick takeaways

The importance of understanding the full story and context behind individuals' decisions and behaviors

The significance of conducting interviews with customers to gain insights into their struggles and motivations

The role of understanding the underlying causation of why people switch products to better meet customer needs

Deep dives

Misconceptions around jobs to be done

The speaker emphasizes the importance of considering context and outcome rather than just focusing on pain and gain. Understanding the full story behind individuals' decisions and behaviors helps to comprehend seemingly irrational actions. By studying the contextual factors and the conditions that drive specific behaviors, it becomes clear why people make certain choices.

How to Make Your Sales Process Smarter

02:28

The Importance of Studying Customer Struggling Moments for Innovation

01:51

Starting to Think in Terms of Jobs to Be Done

01:57

Struggling moments, progress, and trade-offs: Key takeaways for innovation

00:52

Intro

4min

Understanding the Jobs to Be Done Framework

4min

Understanding Customer Needs Through JTBD

14min

Overcoming Reading Challenges to Master Book Writing

3min

Navigating Job Transitions: Insights and Strategies

7min

Understanding Customer Needs Through the Jobs To Be Done Framework

2min

Unpacking Jobs To Be Done Framework

22min

From Curiosity to Creation

4min

Transformative Interview Insights and Personal Well-Being Strategies

3min

10.

From Venture Capital to Home Building

7min

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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/