Scandinavian Product Podcast #9 Understanding customers using Jobs to Be Done (JTBD) | Bob Moesta, co-creator of the JTBD framework
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May 24, 2024 
Bob Moesta, co-creator of the Jobs to Be Done framework and CEO of Re-wired Group, shares insights from his extensive experience in product development. He discusses how understanding a customer's context and desired outcomes can revolutionize product innovation. Moesta emphasizes that just 10-12 interviews can reveal vital patterns and highlights the importance of aligning product, design, and marketing teams through JTBD. He also critiques traditional competitive analysis and showcases the effectiveness of a problem-centric approach in product planning.
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Context Plus Outcome Creates Value
- Jobs to Be Done frames value as context plus desired outcomes rather than just current activities.
- That view reveals many alternative solutions and broadens competitive thinking beyond direct substitutes.
Automotive Roots Shaped JTBD Practice
- Bob described starting in automotive working on over a thousand components and learning rapid product cycles.
- That hands-on breadth shaped his cross-industry JTBD practice.
Use 10–12 Switcher Interviews
- Interview 10–12 customers who've already switched to discover repeating causal variables.
- Use those patterns to guide marketing, sales, onboarding, and product decisions.