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.
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Building High Performing Cross-Functional Teams as a PM (with Hanne Ockert-Axelsson, Senior Product Manager @ accuRx)
Why We Need To Stay Aligned to Avoid Product Failure (with Jonathon Hensley, author ”Alignment”)
The Importance of Making Design a Strategic Business Partner (with Wolfgang Bremer, Head of Design @ Elli)
How to Manage Imposter Syndrome in Product Management (with Phyllis Njoroge, author ”From Fraud to Freedom”)
Product Leadership is Hard - Let‘s Get Better At It (with Ebenezer Ikonne, author ”Becoming a Leader in Product Development”)
Building Effective Technical Skills for Product Managers (with Irene Yu, founder @ Skiplevel)
Leading & Evolving Product Teams Through Hyperscale (with Brian Shen, Product Director @ ClickUp)
Breaking Down Silos in Product Development (with Sigurd Seteklev, co-founder @ Kitemaker)
Can Sales & Product Really Get Along? (with Brendan McAdams, author ”Sales Craft”)
Protecting Vulnerable Users by Designing for Safety (with Eva PenzeyMoog, author ”Design for Safety”)
Creating Sustainable Products with Conscious Design (with Ian Peterman, co-author ”Conscious Design”)
Digital Pollution & The Product Hippocratic Oath (with Radhika Dutt, author ”Radical Product Thinking”)
Building the Future of Automated Crypto Trading with the DDDT Process (with Gabriele Musella, CEO @ Coinrule)
Helping Companies Scale by Automating (almost) Everything (with Daniel Cooper, founder @ Lolly Co)
Selling Product Thinking by Influencing Companies at the Right Time (with Anthony Marter, product consultant & chair @ Product Aotearoa)
Maintaining a Collaborative & Inclusive Product Culture at Scale (with Anna Curzon, Chief Product Officer @ Xero)
Building the Future of Professional Networking (with Peter Johnston & Matt Breuer, CEO & Product Director @ Polywork)
Optimising Product Planning with the Quartz Open Framework (with Steve Johnson, consultant & co-founder @ Product Growth Leaders)
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