Decoding Customer Insights, Trust, and the Jobs-to-be-Done Framework with Bob Moesta | E1943

This Week in Startups

Understanding the Struggling Moment in Products and Startups

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Identifying the struggling moment, consisting of who, when, where, and why, is crucial for success in product development and startups. The focus should not be solely on personas but also on understanding the specific circumstances that lead to behavior change. By looking beyond the total addressable market to pinpoint the actual number of people facing the problem a product solves, one can avoid overestimating potential demand. Recognizing that the 'when, where, and why' are sometimes more important than the 'who' can lead to uncovering valuable insights and opportunities that traditional approaches may overlook.

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Todays show:

Bob Moesta joins Jason to discuss important customer interview methods, such as the concept and importance of deep listening (7:21), quantitative vs. qualitative and hypothesis-building research (13:08), “The jeweller effect” and building trust (37:47), and more!

Timestamps:

(0:00) Bob Moesta of the Re-Wired Group joins Jason.

(2:33) Jumping into Bob's origin stories and the early lessons that shaped his career.

(4:59) Unpacking the concepts of “the customer is not always right” and that they don’t actually know what they want.

(7:21) The concept and importance of deep listening.

(8:52) Bob’s use of “the death day” and learning the value of time.

(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y

(13:08) Quantitative vs qualitative and hypothesis-building research.

(16:51) Bob’s four amazing mentors and how they turned him from an illiterate eighteen-year-old into an innovation machine.

(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

(21:40) The dangers of identifying personas and “the secret sauce”.

(26:08) Drawing importance from the “irrational decision”, as context drives the rationale.

(28:28) Bob explains his approach to interviews.

(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist

(32:32) Applying these concepts to a customer buying a diamond or health care.

(37:47) “The jeweller effect” and how do you cause trust?

(40:48) Making people problem aware.

(47:45) Applying the fact that people learn out of routine to the electric car customer.

(54:18) The concept of nostalgia.

(1:03:08) Bob’s current book he is writing about what causes someone to leave one company and go to another.

(1:15:57) At what stage is a company that hires the Re-Wired Group?

Check out The Re-Wired Group: https://www.anomalo.com/

Check out Bob’s website and publications: https://www.bobmoesta.com/

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Thank you to our partners:

(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y

(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist

(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist

Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland

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