Bob Moesta, co-developer of Jobs to Be Done framework, discusses how to start with JTBD, case studies in SAAS and selling houses, when not to use the approach, and common mistakes. The podcast explores the evolution of Jobs to be Done concept, relationship between jobs framework and personas, customer insights in the housing industry, upcoming book release, insights on AI for Jobs to be Done, and limitations of AI in product management.
41:34
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
question_answer ANECDOTE
Snickers Reinvention Success
Bob Moesta helped Snickers realize it competed with energy snacks, not candy bars.
Redesigning the product as a fast-refueling, food-like snack tripled sales from $600M to $3B.
insights INSIGHT
Jobs Complement Personas
Jobs to Be Done expands beyond personas by adding when, where, and why people act.
This deeper context helps define better product segments and solutions.
insights INSIGHT
Jobs Unites Teams
Jobs to Be Done offers a unified language across functions.
This helps align marketing, sales, and product teams faster around understanding the customer.
Get the Snipd Podcast app to discover more snips from this episode
We've all heard about the Jobs to Be Done framework - but do you know how to really make the most of it? We went straight to the source - Bob Moesta, who developed the approach alongside Harvard Business School's Clayton Christensen - to really get into the approach.
In this episode, we cover:
How to get started with JTBD - and what to do after you've conducted a bunch of interviews.
Case studies, including SAAS, candy bars, and selling houses.
Our Hosts Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.
Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.
The Product Experience 