This Week in Startups

Decoding Customer Insights, Trust, and the Jobs-to-be-Done Framework with Bob Moesta | E1943

May 3, 2024

Bob Moesta, Founder and CEO of the Rewired Group, shares his expertise in customer interviews and product-market fit. He emphasizes the art of deep listening, revealing how it unlocks true customer needs. Moesta challenges the idea that customers always know what they want and introduces concepts like 'the jeweller effect' to foster trust. He also delves into qualitative research, underscoring the importance of understanding customer motivations and behaviors for effective marketing strategies.

01:24:51

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Episode guests

Bob Moesta

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Quick takeaways

Deep listening is crucial for customer insights.

Target unmet needs for successful product development.

Offer hybrid solutions for smooth technology transitions.

Position products as solutions to resonate with customers.

Deep dives

Creating Trust through Responsive Communication

Building trust with customers involves being responsive but not overly so. By setting a window for communication, such as responding within 24 hours, you signal authenticity and avoid seeming automated. This approach fosters trust by showing genuine interest and attentiveness without overwhelming the customer with immediate responses.

Understanding Customer Needs beyond Direct Statements

01:22

Understanding Motivations for Change

01:24

Understanding the Struggling Moments

01:10

Building Trust through Education and Consistency

02:24

Intro

2min

Understanding Customer Needs

9min

Understanding Customer Motivations and Life Experiences

2min

Finding Joy and Understanding Consumers

8min

Understanding Customer Behavior Beyond Traditional Personas

3min

Understanding Investor Decision-Making

8min

Enhancing Customer Experience and Reducing Purchase Anxiety

3min

Navigating Complex Purchases

7min

Consumer Behavior and Market Innovations

15min

10.

Navigating Influence and Innovation

18min

11.

Evolving Work Culture and Career Transitions

4min

12.

The Impact of Equity and Ambition on Society

3min

13.

Exploring the Evolution of Home Ownership and Entrepreneurial Support

4min

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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!

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?

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

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

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

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

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

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