Mastering Jobs Theory With Bob Moesta
ฝัง
- เผยแพร่เมื่อ 1 มิ.ย. 2024
- Today I’m joined by Bob Moesta, the co-creator of the Jobs To Be Done framework, a concept he developed alongside the late Clayton Christensen. Bob's expertise spans a wide range of accomplishments, including the successful launch of over 3,500 new products, services, and businesses. He's also the CEO and founder of the Re-Wired Group, as well as the brains behind several other startup ventures. We discuss:
• Why context matters as much as the product
• Why people don’t buy products, they hire them. And how you can then design better products once you understand this
• The famous milkshake story and how it led to a whole new category of yogurt smoothies
• The importance of looking for the causes someone buys something, rather than convincing them to buy something
• Why you need to be problem-aware
• The distinction that positioning should be about guiding and helping customers to buy, rather than selling
I’m beyond excited for you to listen to today’s episode.
You’ll also hear that my latest book is launching soon! If you want to find out more, you can sign up for email updates here www.aprildunford.com/books
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If you want to skip ahead:
(00:00) Our guest, Bob Moesta
(04:50) What is jobs theory
(08:49) The famous milkshake story
(12:38) Competitive alternatives and their importance
(15:36) Why the camera industry failed
(17:01) How Intercom scaled massively
(22:20) Always be problem aware first
(24:12) Why positioning is about buying, not selling
(29:20) Bob’s take on product market fit
(35:01) Thanks for listening
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Where To Find April Dunford:
Podcast Website: www.positioning.show/
Personal Website: www.aprildunford.com/
LinkedIn: / aprildunford
Instagram: / aprildunford
Twitter: / aprildunford
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Referenced:
• Competing Against Luck: www.amazon.com/Competing-Agai...
• Jobs To Be Done: hbr.org/2016/09/know-your-cus...
• Intercom: www.intercom.com/
• Disruptive Theory: hbr.org/2015/12/what-is-disru...
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Production and marketing by penname.co/
Still here every morning. I like starting the day with you. Valuable information and great energy ❤️
Great to see 2 experts work together to help us understand how these methods and understanding of customer context can work together. Would love to hear more concrete examples post interview, of applying it to the positioning framework 🚀🙌🤯
I didn’t learn much about the Jobs theory but as a product marketer I thoroughly enjoyed this episode! Very good review of fundamental concepts
Epic episode as always. Thank you for putting this together. A great conversation about positioning and the importance of context. "Positioning should be about guiding people and helping people to buy. It has nothing to do with helping us to sell." is just one of the many gems that stands out to me. So excited we're getting closer to the book launch. I'm ready to see what you've put together. Have a great rest of your week and weekend.
Precious one! Soooo valuable. Thanks for having the maestro on the show! 🫡
Thank you for this! Powerful innovative contemporary thinking!
I loved the story of how the camera industry focused so much on each other they ended up losing the ENTIRE industry to apple. I also enjoyed the rest of the talk.
Hey April, looking forward to the next Episode with Bob and you sitting on a sofa and discussing positioning, sales and innovation topics.
BRILLANT! This is to quality stuff
top*
Fantastic episode april!🎉🎉🎉 I wish you guys could have talked longer.
April love your work! Fan of your book. Use your framework and find it amazing. But would love if you can watch JRE and make the interviews more questions and let the guest speak more uninterrupted. Your thought leadership shines through anyway 🙏
Thanks so much!
The problem is that 85 to 90% of buyers are right-handed.
story content was ok, but too long introduction. the discussions were difficult to hear on radio .. to much talking with 2 persons the same time. a lot of topics --> not clear what the session was about. 6/10 score