Building With Buyers: Startup Marketing and Growth Fueled By Customers 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