Question 1

What are the key takeaways from Bob Moesta 1.0's episode on Lenny's Podcast?

Accepted Answer

1. Struggling moments cause demand, not products - study the context that makes people ready to change, not just pain points or features. 2. Jobs to Be Done reveals true competition from the demand side - Snickers competes with protein shakes and coffee, not Milky Way, because the job is 'meal replacement when hungry.' 3. Reduce friction instead of adding features - anxiety from new features and habit of the present are forces that prevent switching, often more powerful than your product's pull. 4. Don't trust what customers say they'll do, study what they actually did - 93% said they wanted Energy Star homes, but everyone bought the finished basement instead. 5. 'Bitchin' ain't switchin'' - customer complaints and feature requests don't predict behavior; only interview people who have already made a change to understand causation.

Question 2

What does Bob Moesta 1.0 say about jobs-to-be-done and customer-research?

Accepted Answer

"Jobs helps you see the true competitive set from what we call the demand side of the world as opposed to the competitive set from the supply side of the world, which is the technology or the underlying business model by how which we're making it. And so it allows you to actually see what customers really want as opposed to trying to figure out, how do we sell things to people?" - Bob Moesta "And so all of this starts with a struggling moment, not with a product. And so that's what we mean when we're customer-centric is that we're studying the struggling moments they have and people like Intercom and Basecamp, they look at struggling moments and that becomes their roadmap." - Bob Moesta "Most people think they create a product and that creates demand. But the real thing that if you start to study causality is that a struggling moment causes demand." - Bob Moesta

Question 3

What are Bob Moesta 1.0's views on jobs-to-be-done, customer-research, demand-side-thinking?

Accepted Answer

Bob Moesta: "Jobs helps you see the true competitive set from what we call the demand side of the world as opposed to the competitive set from the supply side of the world, which is the technology or the underlying business model by how which we're making it. And so it allows you to actually see what customers really want as opposed to trying to figure out, how do we sell things to people?" Bob Moesta: "Although for example, everybody I would survey before buying a house, I had 93% say they wanted an Energy Star compliant house. It cost 30 grand to make an Energy Star compliant at the time. And the reality is nobody bought it, they all bought the finished basement. And so there's the difference between what they say they want and what they want."

Bob Moesta 1.0

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

TRANSCRIPT

Bob Moesta 1.0

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

Bob Moesta 1.0

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

TRANSCRIPT

Bob Moesta 1.0

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