Starting to Think in Terms of Jobs to Be Done

Get the app

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

Lenny's Podcast: Product | Growth | Career

chevron_right

notes

NOTE

Starting to Think in Terms of Jobs to Be Done

To start thinking in terms of jobs to be done, there are two approaches. The first approach is to find 10 people who recently bought your product and ask them why they bought it. Listen to their stories and understand their motivations, concerns, sacrifices, and the influence of others. This helps uncover the functional, emotional, and social components of their decision-making process. The second approach is to talk to people who have churned, or stopped using your product. Understand their struggles and why they decided to switch to something else. This provides insights into the moments of struggle and the reasons behind the decision to change.

00:00

Transcript

chevron_right

Play full episode

chevron_right

Transcript

Episode notes

Brought to you by Sidebar—Catalyze your career with a Personal Board of Directors | Merge—A single API to add hundreds of integrations into your app | Eppo—Run reliable, impactful experiments

—

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

—

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

—

Where to find Bob Moesta:

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

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