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

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: https://www.lennysnewsletter.com/p/th...

Where to find Bob Moesta:
• Twitter/X:   / bmoesta  
• LinkedIn:   / bobmoesta  
• Website: http://www.therewiredgroup.com/
• Podcast: https://pca.st/gg6goo1n

Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• Twitter/X:   / lennysan  
• LinkedIn:   / lennyrachitsky  

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:   / jason-fried  
• Des Traynor on LinkedIn:   / destraynor  
• Southern New Hampshire University: https://degrees.snhu.edu/
• Paul LeBlanc on LinkedIn:   / paul-j-leblanc-6a17749  
• Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress: https://www.amazon.com/Demand-Side-Sa...
• Autobooks: https://www.autobooks.co/
• Intercom: https://www.intercom.com/
• Zendesk: https://www.zendesk.com/
• HubSpot: https://www.hubspot.com/
• The Kellogg School of Management at Northwestern University: https://www.kellogg.northwestern.edu/
• Y Combinator: https://www.ycombinator.com/
• Michael Horn on LinkedIn:   / michaelbhorn  
• Ethan Bernstein on LinkedIn:   / ethanbernstein  
• Never Split the Difference: Negotiating as If Your Life Depended on It: https://www.amazon.com/Never-Split-Di...
• William Edwards Deming on Wikipedia: https://en.wikipedia.org/wiki/W._Edwa...
• Basecamp: https://basecamp.com/
• Sriram and Aarthi on Lenny’s Podcast: https://www.lennyspodcast.com/hot-tak...
• Genichi Taguchi: https://www.qualitygurus.com/genichi-...
• Tony Ulwick on LinkedIn:   / tonyulwick  
• The Clayton Christensen Institute on LinkedIn:   / clayton-christensen-institute  
• Shape Up: https://basecamp.com/shapeup
• The End of Average: Unlocking Our Potential by Embracing What Makes Us Different: https://www.amazon.com/End-Average-Un...
• The Big Bang Theory on TBS: https://www.tbs.com/shows/the-big-ban...
• Oppenheimer: https://www.oppenheimermovie.com/
• Kyota massage chairs at Costco: https://www.costco.com/massage-chairs...
• Paul Adams on LinkedIn:   / pauladams  
• Matt Hodges on LinkedIn:   / mattnhodges  

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