Bob Moesta: Prototyping to learn & applying JTBD theory

Bob Moesta is one of the pioneers of Jobs To Be Done (JTBD) theory, which has fundamentally changed the way we think about building products and discovering what progress people actually need and want from the products they hire. The demand discovery concepts that Bob has pioneered are some of the ones I find most useful in my product coaching & consulting, so I’m thrilled to go deeper here.

In this episode, you’ll learn:

• the biggest downfalls of most entrepreneurs is they want to convince

• how to prototype to learn the trade space faster than you could A/B test

• how is JTBD different if you are 0-1, vs an existing product?

• where people go wrong with JTBD

• how to apply jobs to strategy, marketing, and careers

Listen now on Apple, Spotify, Google, Overcast, or Youtube.

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Links & resources mentioned

• Bob Moesta: The Rewired Group, LinkedIn, Twitter

• Bob’s books and podcast

  • Learning to Build

  • Demand-Side Sales 101

  • Jobs to be Done Handbook

  • The Circuit Breaker podcast

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Related episodes:

• April Dunford: Find your power in the market through positioning

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People & orgs:

• W. Edwards Deming

• Clayton Christensen

• Genichi Taguchi

• Willie Hobbs Moore

• Tim Davis

• Claire Sullentrope

• April Dunford

• Ryan Singer

• Basecamp

• Intercom

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Books:

• Learning to Build

• Competing Against Luck

• Grit

• Introduction to Quality Engineering

• JTBD toolbox (HBS)

• Orthogonal Arrays and Linear Graphs

• Shape Up

• How Will You Measure Your Life?

• Never Split the Difference

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Other resources and concepts

• Clayton Christensen: Where does growth come from? (talk)

• Orthogonal arrays

• Magic squares

• L9 prototype