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

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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.

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INSIGHT

Focus on Outcomes

Customers often focus on problems, not solutions.
Focus on desired outcomes, not outputs, to understand customer needs.

ANECDOTE

Weight Loss Motivation

Bob Moesta lost weight to ski with his kids, not for the sake of losing weight.
He shifted his focus from the output (weight) to the outcome (skiing with kids).

ANECDOTE

Sailboat Purchase

Bob Moesta bought a sailboat to spend more time with his family.
This highlights how purchases are driven by deeper outcomes, like family time.

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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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Follow Bob:

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

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

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X: https://twitter.com/Jason

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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