Bob Moesta is the co-creator of the Jobs to be Done Framework, a now-ubiquitous methodology to identify "struggling moments" and understand the driving forces behind customer demand. He worked on this with the legendary Clayton Christensen to take it out the world and followed it up with books about demand-side sales and, now, how to use the principles of the greatest innovators to help you succeed as an entrepreneur.
This episode is sponsored by One Knight Consulting. Yes, yes, that's me. But listen up. I started One Knight Consulting because I have seen variations of the same problems plaguing growing startups, scale-ups and larger, digitally transforming companies again & again. These problems can cause friction between teams, slow product development, lacklustre sales, and ultimately lead to constrained growth. If you're scaling your product organisation, struggling with cross-team alignment or having trouble executing your product strategy to support your business goals, book a call with me and we can discuss your needs and how I can help.
Bob has trouble reading and writing, and this forced him to admit what he didn't know and find ways to get customer insight that didn't involve reading reports. Jobs to be Done was the result.
Clayton Christensen helped him turn his hack into a frameworkBob's hack became an indispensable framework to identify customer motivation, with applications through sales, product, design... even religion & HR! The importance of uncovering "struggling moments" is universal.
Bob is passionate about mentorship and paying it forwardBob has had great mentors throughout his life: Clayton Christensen, W. Edwards Deming, Willie Moore & Genichi Taguchi. They poured so much into him, all in different ways, & he feels obliged to pay forward what he learned
In many organisations, there's more energy spent arguing between functions than serving customersProduct, marketing, sales & customer success need to stop shouting at each other and concentrate on helping their customers make progress. We're all on the same side!
All the best innovators in the world have a core set of skillsThe 5 bedrock skills of innovation are: Empathetic Perspective, Uncovering Demand, Causal Structures, Prototyping & Trade-offs. To have the best chance of success you must master them all or find people to help.
Buy "Learning to Build""This journey of entrepreneurship and innovation shouldn’t be a solo trip. If you’re missing something, struggling to begin, or have reached a plateau, fellow entrepreneur and innovator Bob Moesta knows your next steps because he’s been there himself. Now, in Learning to Build, Bob helps you develop the five fundamental skills every successful innovator practices to be their best. He provides you with the resources you need to learn these skills, grow through experience, and adapt your mindset."
Check it out on Amazon.
Buy "Demand-Side Sales""For a lot of us, selling feels icky. Our stomachs tighten at the thought of reciting features and benefits, or pressuring customers into purchasing. It's really not our fault. We weren't taught how to sell, plus we've been sold before, leaving us with a bitter taste. Here's the truth: sales does not have to feel icky for you or your customers. In fact, with the right approach, sales can be an empowering experience for all.."
Check it out on Amazon.
Contact BobYou can connect with Bob on Twitter, LinkedIn or check out The Re-Wired Group.
Taking Recruitment into the Future with AI and Embracing the Metaverse (with Shaun Smith-Taylor, Co-Founder @ MyProductPath)
Beyond the Challenger Sale Part 2: Focus on Value & Make your Product Easy to Buy (with Brent Adamson, Author ”The Challenger Sale” & ”The Challenger Customer”)
Beyond the Challenger Sale Part 1: JOLTING Customers out of ”No Decision” (with Matt Dixon, Author ”The Challenger Sale” & ”The JOLT Effect”)
Survive the Feature Factory by Applying Product Thinking to Product Thinking (with John Cutler, Product Evangelist & Coach @ Amplitude)
Data-Informed Decision Making and the Three Cs of Product Management (with Roger Snyder, VP of Products & Services @ 280 Group)
The Role of Product Management on Truly Agile Development Teams (with Allen Holub, Software Architect, Consultant & Outspoken Twitter Agilist)
Banishing Cynicism and Empowering Yourself as a Product Leader (with Claire Vo, CPO @ Color & Impending TikTok Influencer)
From Product Leadership to CEO and Saving the World from Stupid Smart Stuff (with Yana Welinder, CEO & Co-Founder @ Kraftful)
Closing the Gender Pay Gap and Hiring Diverse Product Teams (with Chris Mason, Co-Founder @ Intelligent People)
Treating Your Career as a Product and Landing that Next Big Job (with Sarah Doody, founder @ Career Strategy Lab)
Measurably Improving Managers to Help People do Great Work... and be Totally Psyched Doing It (with Russ Laraway, author ”When They Win, You Win”)
Getting Customers to LOVE your Product with Great Product Marketing (with Martina Lauchengco, author ”Loved”)
Build Products Businesses Want with the Lean B2B Pyramid (with Étienne Garbugli, Author ”Lean B2B”, ”Find your Market” and ”Solving Product”)
Coming Out as Transgender at Work and How We Can All Be Better Allies (with Saielle DaSilva, Director of User Experience @ Cazoo)
Your Product is a Joke - How to use Improv Comedy Principles in Product Management (with Amogh Sarda, Co-founder @ Eesel)
Diving into the Deep End as a Woman in Product (with Darby Maloney, Product Manager @ Divvy & Occasional Swimming Pool User)
Mapping your Way to B2B Product Success (with Daniel Elizalde, author ”The B2B Innovator’s Map”)
Betting on the Value of Product Design at the Organisational Poker Table (with Andy Budd, Executive & Design Leadership Coach & Founder @ Clearleft)
Solving the Innovator’s Dilemma with Compassion Driven Innovation (with Nicole Reineke, VP Innovation @ Iron Mountain & Co-Author ”Compassion Driven Innovation”)
Moving Beyond Survival and Paying Off Your Vision Debt (with Radhika Dutt, author ”Radical Product Thinking”)
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