Mastering Jobs Theory With Bob Moesta

Positioning with April Dunford

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 https://www.aprildunford.com/books

—

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

—

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

—

Referenced:

• Competing Against Luck: https://www.amazon.com/Competing-Against-Luck-Innovation-Customer/dp/0062435612

• Jobs To Be Done: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

• Intercom: https://www.intercom.com/

• Disruptive Theory: https://hbr.org/2015/12/what-is-disruptive-innovation

—

Production and marketing by https://penname.co/