My guest today is the one and only Bob Moesta.

Have you heard about Jobs to be Done theory? Bob was the one creating it together with Clayton Christensen - who's for many the Father of Disruptive Innovation.

Bob is the Founder and CEO of the Re-wired Group. He has worked on & helped launch more than 3,500 new products so far, is a guest lecturer at Harvard Business School, and started his career by being a mentee of Dr Deming himself - the father of the Toyota Production System.

He’s also the author of several bestselling books, including Learning to Build.

Bob is an absolute legend and I am so grateful he took the time to join me in this insightful conversation. We covered:

* Why 10-12 interviews are enough to uncover patterns

* Jobs to be Done as a way to understand people’s lives

* Why JTBD is not a framework to understand the customers’ functional “jobs” today, but their context and outcomes (the “progress” they want to make)

* Why Bob doesn’t use interview guides

* Changing how you approach competitive analysis and market sizing by seeing the world through a Jobs to be Done lenses

* Why JTBD is such a powerful way to align Product/Design/Engineering, with Marketing and Sales

* How to approach prioritization using interrelationship diagrams

* How to visualize your user research using the Forces of Progress

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com

435. Living as Soulmates & Vegan Activists, with James & Nicky Aspey