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

ℹ️ EPISODE INFO

Released

August 24, 2023

Duration

1h 9m

Channel

Lenny's Podcast

Watch on YouTube

▶ Open ↗

📝 EPISODE DESCRIPTION

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

— Brought to you by Sidebar—Catalyze your career with a Personal Board of Directors: https://www.sidebar.com/?utm_source=lennys&utm_medium=newsletter&utm_campaign=waitlist_launch | Merge—A single API to add hundreds of integrations into your app: https://merge.dev/sponsorships/lennys-podcast?utm_campaign=Lennys_Podcast | Eppo—Run reliable, impactful experiments: https://www.geteppo.com/ Find the transcript at: https://www.lennysnewsletter.com/p/the-ultimate-guide-to-jtbd-bob-moesta Where to find Bob Moesta:

• Twitter/X: https://twitter.com/bmoesta
• LinkedIn: https://www.linkedin.com/in/bobmoesta/
• Website: http://www.therewiredgroup.com/
• Podcast: https://pca.st/gg6goo1n

Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com
• Twitter/X: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/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: https://www.linkedin.com/in/jason-fried/
• Des Traynor on LinkedIn: https://www.linkedin.com/in/destraynor
• Southern New Hampshire University: https://degrees.snhu.edu/
• Paul LeBlanc on LinkedIn: https://www.linkedin.com/in/paul-j-leblanc-6a17749/
• Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987
• 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: https://www.linkedin.com/in/michaelbhorn/
• Ethan Bernstein on LinkedIn: https://www.linkedin.com/in/ethanbernstein/
• Never Split the Difference: Negotiating as If Your Life Depended on It: https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805
• William Edwards Deming on Wikipedia: https://en.wikipedia.org/wiki/W._Edwards_Deming
• Basecamp: https://basecamp.com/
• Sriram and Aarthi on Lenny’s Podcast: https://www.lennyspodcast.com/hot-takes-and-techno-optimism-from-techs-top-power-couple-sriram-and-aarthi/
• Genichi Taguchi: https://www.qualitygurus.com/genichi-taguchi/
• Tony Ulwick on LinkedIn: https://www.linkedin.com/in/tonyulwick/
• The Clayton Christensen Institute on LinkedIn: https://www.linkedin.com/company/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-Unlocking-Potential-Embracing/dp/0062358375
• The Big Bang Theory on TBS: https://www.tbs.com/shows/the-big-bang-theory/watch-now
• Oppenheimer: https://www.oppenheimermovie.com/
• Kyota massage chairs at Costco: https://www.costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota
• Paul Adams on LinkedIn: https://www.linkedin.com/in/pauladams/
• Matt Hodges on LinkedIn: https://www.linkedin.com/in/mattnhodges/

Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

🎤 SPEAKERS

• Bob Moesta

  guest

• Lenny Rachitsky

  host

🧾 EPISODE SUMMARY

In this episode of Lenny's Podcast, featuring Bob Moesta and Lenny Rachitsky, The ultimate guide to JTBD | Bob Moesta (co-creator of the framework) explores Bob Moesta Redefines Jobs To Be Done Around Context And Change Bob Moesta, co-creator of the Jobs to Be Done (JTBD) framework, explains that JTBD is fundamentally about understanding the *context* and *desired outcome* behind why people “hire” products to make progress, not just solving generic pain points.

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