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 transcript at: [ Ссылка ]

Where to find Bob Moesta:
• Twitter/X: [ Ссылка ]
• LinkedIn: [ Ссылка ]
• Website: [ Ссылка ]
• Podcast: [ Ссылка ]

Where to find Lenny:
• Newsletter: [ Ссылка ]
• Twitter/X: [ Ссылка ]
• LinkedIn: [ Ссылка ]

In this episode, we cover:
(00:00) Bob’s background
(04:04) What is the Jobs To Be Done framework
(07:29) Struggling moments and demand
(11:14) Reducing friction in the sales process
(14:46) How Autobooks improved their buying process and 4x’ed conversion
(16:52) The six phases of the buying process
(18:30) The JTBD interview process
(21:55) How Bob’s TBI affected his reading/writing
(22:02) Why people switch companies
(27:18) JTBD interviewing
(30:07) Discussion guides
(32:48) The danger of looking at the customer through the product
(33:53) First steps in applying the JTBD framework
(36:25) Signs people are ready for a change
(37:43) Bob’s “layers of language”
(40:15) Examples of companies with broad adoption of JTBD
(43:59) The different flavors of JTBD
(48:19) Bob’s work with Clay Christensen on JTBD theory
(51:05) When not to use JTBD
(53:40) Common misconceptions about the framework
(55:55) What compelled Bob to spend so much of his life on JTBD
(58:07) Takeaways
(59:07) Lightning round

Referenced:
• Jason Fried on LinkedIn: [ Ссылка ]
• Des Traynor on LinkedIn: [ Ссылка ]
• Southern New Hampshire University: [ Ссылка ]
• Paul LeBlanc on LinkedIn: [ Ссылка ]
• Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress: [ Ссылка ]
• Autobooks: [ Ссылка ]
• Intercom: [ Ссылка ]
• Zendesk: [ Ссылка ]
• HubSpot: [ Ссылка ]
• The Kellogg School of Management at Northwestern University: [ Ссылка ]
• Y Combinator: [ Ссылка ]
• Michael Horn on LinkedIn: [ Ссылка ]
• Ethan Bernstein on LinkedIn: [ Ссылка ]
• Never Split the Difference: Negotiating as If Your Life Depended on It: [ Ссылка ]
• William Edwards Deming on Wikipedia: [ Ссылка ]
• Basecamp: [ Ссылка ]
• Sriram and Aarthi on Lenny’s Podcast: [ Ссылка ]
• Genichi Taguchi: [ Ссылка ]
• Tony Ulwick on LinkedIn: [ Ссылка ]
• The Clayton Christensen Institute on LinkedIn: [ Ссылка ]
• Shape Up: [ Ссылка ]
• The End of Average: Unlocking Our Potential by Embracing What Makes Us Different: [ Ссылка ]
• The Big Bang Theory on TBS: [ Ссылка ]
• Oppenheimer: [ Ссылка ]
• Kyota massage chairs at Costco: [ Ссылка ]
• Paul Adams on LinkedIn: [ Ссылка ]
• Matt Hodges on LinkedIn: [ Ссылка ]

Production and marketing by [ Ссылка ]. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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