Lenny's Podcast: Product | Growth | Career cover image

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

Episode guests

Podcast summary created with Snipd AI

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

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.

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