Struggling moments, progress, and trade-offs: Key takeaways for innovation

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The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)

Lenny's Podcast: Product | Growth | Career

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Struggling moments, progress, and trade-offs: Key takeaways for innovation

Struggling moments are key to taking action. They're everywhere, so study them. Focus on the progress people are trying to make, not your own standard. Choose what to prioritize and make trade offs that align with the customer's priorities to avoid product failures.

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Bob Moesta is the co-creator of the Jobs To Be Done (JTBD) framework, a close collaborator of Clay Christensen, and CEO and founder of The Re-Wired Group. He has helped launch more than 3,500 new products, services, and businesses and built and sold several startups himself. He is also a fellow at the Clayton Christensen Institute and a guest lecturer at the Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University’s Kellogg School of Management. In this episode, we discuss:

• What Snickers and Milky Way can teach us about JTBD

• The various flavors of the JTBD framework

• Best practices for implementing the framework

• Advice on conducting interviews for B2B vs. B2C customers

• Common mistakes people make when implementing JTBD

• When not to use it

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Find the full transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-jtbd-bob-moesta

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Where to find Bob Moesta:

• Twitter/X: https://twitter.com/bmoesta

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