Getting real with jobs to be done – Bob Moesta (President, CEO, The ReWired Group)
The Product Experience
Snickers Case Study
đź’¬ "So you were telling me a while back about how you did this with an example of this with Snickers."
- In the 90s, Bob Moesta consulted for Snickers, which was experiencing flat sales.
- He observed a Snickers purchase at an airport to understand the consumer's motivation.
- He discovered that people ate Snickers to quell hunger and refuel quickly, especially after missing a meal.
- This realization led to the "You're not you when you're hungry" campaign, positioning Snickers as a fuel bar rather than just a candy bar.
- This repositioning helped increase sales from $600 million to over $3 billion.
Key takeaway: Understanding the 'job' a product does for the customer is crucial for success.
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