This week on The Disruptive Voice, Shaye Roseman, a former Research Associate at The Forum for Growth & Innovation and a current MBA candidate at Harvard Business School, is joined in the studio by Bob Moesta and Ryan Singer. Bob is a regular on the podcast and is a principal co-architect of the theory of "Jobs To Be Done". Ryan has worked at Basecamp for over 15 years and has been involved with projects spanning UI design, strategy, and product development. He is currently Head of Strategy at the company. Together, Bob, Ryan and Shaye discuss the ways Jobs Theory can be employed as a tool for consumer research, on the one hand, and product development, on the other. In particular, they focus on the trials and travails of software development.