Federico Ramallo
Aug 15, 2024
Bob Moesta: Understanding Your Customer Jobs-to-be-Done
Federico Ramallo
Aug 15, 2024
Bob Moesta: Understanding Your Customer Jobs-to-be-Done
Federico Ramallo
Aug 15, 2024
Bob Moesta: Understanding Your Customer Jobs-to-be-Done
Federico Ramallo
Aug 15, 2024
Bob Moesta: Understanding Your Customer Jobs-to-be-Done
Federico Ramallo
Aug 15, 2024
Bob Moesta: Understanding Your Customer Jobs-to-be-Done
Bob Moesta, delves into the concept of "Jobs to Be Done" (JTBD) and its application in product development and marketing during his talk at the Business of Software conference. Moesta's extensive background includes working on over 3,500 products and services, ranging from simple consumer goods to complex defense systems, which informs his understanding of JTBD. This framework focuses on understanding the underlying reasons customers "hire" a product or service to fulfill a specific job in their lives.
A key premise of JTBD is that people don't buy products for their features alone; they buy them to solve a problem or to make progress in a specific area of their lives. This perspective shifts the focus from the product itself to the customer's needs and circumstances. Moesta emphasizes the importance of identifying the "struggling moments" that prompt a customer to seek a new solution. These moments are critical as they create the space in the customer's mind for new products or services to be considered.
Moesta illustrates the JTBD framework through several examples. One notable case is that of Intercom, a company that provides customer communication tools. Initially, Intercom marketed itself as a comprehensive tool for managing customer interactions. However, after interviewing customers, it became clear that there were distinct reasons why people used their product: acquiring new customers, engaging existing customers, learning about customer behavior, and providing support. By recognizing these different jobs, Intercom was able to tailor its marketing and development efforts more effectively, leading to significant growth.
Another example discussed is the process of buying a car. Moesta recounts an interview with an individual who purchased a Lexus and later a Porsche Cayenne. The decision to buy the Lexus was driven by practical considerations like reliability and cost-effectiveness. However, the Lexus failed to meet all the functional needs, particularly in terms of carrying golf equipment securely and comfortably. This unmet need led to the purchase of the Porsche, which combined functionality with aesthetic appeal and driving pleasure. This example underscores the importance of understanding the multiple factors influencing a customer's decision, including emotional and social dimensions, not just the functional requirements.
Moesta also shares his own experiences and insights from his mentors, including Dr. Deming and Clay Christensen. Dr. Deming's principle that "nothing is random, everything is caused" is foundational to the JTBD approach. Understanding the causation behind customer behavior helps in designing products that align more closely with their needs. Christensen's insight that "questions create spaces in the brain for solutions to fall into" further reinforces the need to uncover the real questions customers are asking themselves when they decide to buy a product.
Throughout the talk, Moesta emphasizes the practical application of the JTBD framework. He discusses the importance of conducting detailed customer interviews to uncover the true motivations and struggling moments behind their purchases. This involves not only listening to what customers say but also understanding the context and trade-offs they make. The insights gained from these interviews can then be used to drive innovation and improve product-market fit.
In conclusion, the JTBD framework offers a powerful tool for understanding customer behavior and improving product development. By focusing on the jobs customers need to get done and the struggling moments that drive their decisions, companies can create products that better meet their needs and ultimately drive greater success.
Join us at the Business of Software (BoS) USA 2024 Conference from September 23-25 in Raleigh, NC. This event is your chance to learn how great software companies are built, focusing on creating long-term, profitable, and sustainable businesses. Don't miss this opportunity to connect with industry leaders, gain valuable insights, and take your business to the next level.
Bob Moesta, delves into the concept of "Jobs to Be Done" (JTBD) and its application in product development and marketing during his talk at the Business of Software conference. Moesta's extensive background includes working on over 3,500 products and services, ranging from simple consumer goods to complex defense systems, which informs his understanding of JTBD. This framework focuses on understanding the underlying reasons customers "hire" a product or service to fulfill a specific job in their lives.
A key premise of JTBD is that people don't buy products for their features alone; they buy them to solve a problem or to make progress in a specific area of their lives. This perspective shifts the focus from the product itself to the customer's needs and circumstances. Moesta emphasizes the importance of identifying the "struggling moments" that prompt a customer to seek a new solution. These moments are critical as they create the space in the customer's mind for new products or services to be considered.
Moesta illustrates the JTBD framework through several examples. One notable case is that of Intercom, a company that provides customer communication tools. Initially, Intercom marketed itself as a comprehensive tool for managing customer interactions. However, after interviewing customers, it became clear that there were distinct reasons why people used their product: acquiring new customers, engaging existing customers, learning about customer behavior, and providing support. By recognizing these different jobs, Intercom was able to tailor its marketing and development efforts more effectively, leading to significant growth.
Another example discussed is the process of buying a car. Moesta recounts an interview with an individual who purchased a Lexus and later a Porsche Cayenne. The decision to buy the Lexus was driven by practical considerations like reliability and cost-effectiveness. However, the Lexus failed to meet all the functional needs, particularly in terms of carrying golf equipment securely and comfortably. This unmet need led to the purchase of the Porsche, which combined functionality with aesthetic appeal and driving pleasure. This example underscores the importance of understanding the multiple factors influencing a customer's decision, including emotional and social dimensions, not just the functional requirements.
Moesta also shares his own experiences and insights from his mentors, including Dr. Deming and Clay Christensen. Dr. Deming's principle that "nothing is random, everything is caused" is foundational to the JTBD approach. Understanding the causation behind customer behavior helps in designing products that align more closely with their needs. Christensen's insight that "questions create spaces in the brain for solutions to fall into" further reinforces the need to uncover the real questions customers are asking themselves when they decide to buy a product.
Throughout the talk, Moesta emphasizes the practical application of the JTBD framework. He discusses the importance of conducting detailed customer interviews to uncover the true motivations and struggling moments behind their purchases. This involves not only listening to what customers say but also understanding the context and trade-offs they make. The insights gained from these interviews can then be used to drive innovation and improve product-market fit.
In conclusion, the JTBD framework offers a powerful tool for understanding customer behavior and improving product development. By focusing on the jobs customers need to get done and the struggling moments that drive their decisions, companies can create products that better meet their needs and ultimately drive greater success.
Join us at the Business of Software (BoS) USA 2024 Conference from September 23-25 in Raleigh, NC. This event is your chance to learn how great software companies are built, focusing on creating long-term, profitable, and sustainable businesses. Don't miss this opportunity to connect with industry leaders, gain valuable insights, and take your business to the next level.
Bob Moesta, delves into the concept of "Jobs to Be Done" (JTBD) and its application in product development and marketing during his talk at the Business of Software conference. Moesta's extensive background includes working on over 3,500 products and services, ranging from simple consumer goods to complex defense systems, which informs his understanding of JTBD. This framework focuses on understanding the underlying reasons customers "hire" a product or service to fulfill a specific job in their lives.
A key premise of JTBD is that people don't buy products for their features alone; they buy them to solve a problem or to make progress in a specific area of their lives. This perspective shifts the focus from the product itself to the customer's needs and circumstances. Moesta emphasizes the importance of identifying the "struggling moments" that prompt a customer to seek a new solution. These moments are critical as they create the space in the customer's mind for new products or services to be considered.
Moesta illustrates the JTBD framework through several examples. One notable case is that of Intercom, a company that provides customer communication tools. Initially, Intercom marketed itself as a comprehensive tool for managing customer interactions. However, after interviewing customers, it became clear that there were distinct reasons why people used their product: acquiring new customers, engaging existing customers, learning about customer behavior, and providing support. By recognizing these different jobs, Intercom was able to tailor its marketing and development efforts more effectively, leading to significant growth.
Another example discussed is the process of buying a car. Moesta recounts an interview with an individual who purchased a Lexus and later a Porsche Cayenne. The decision to buy the Lexus was driven by practical considerations like reliability and cost-effectiveness. However, the Lexus failed to meet all the functional needs, particularly in terms of carrying golf equipment securely and comfortably. This unmet need led to the purchase of the Porsche, which combined functionality with aesthetic appeal and driving pleasure. This example underscores the importance of understanding the multiple factors influencing a customer's decision, including emotional and social dimensions, not just the functional requirements.
Moesta also shares his own experiences and insights from his mentors, including Dr. Deming and Clay Christensen. Dr. Deming's principle that "nothing is random, everything is caused" is foundational to the JTBD approach. Understanding the causation behind customer behavior helps in designing products that align more closely with their needs. Christensen's insight that "questions create spaces in the brain for solutions to fall into" further reinforces the need to uncover the real questions customers are asking themselves when they decide to buy a product.
Throughout the talk, Moesta emphasizes the practical application of the JTBD framework. He discusses the importance of conducting detailed customer interviews to uncover the true motivations and struggling moments behind their purchases. This involves not only listening to what customers say but also understanding the context and trade-offs they make. The insights gained from these interviews can then be used to drive innovation and improve product-market fit.
In conclusion, the JTBD framework offers a powerful tool for understanding customer behavior and improving product development. By focusing on the jobs customers need to get done and the struggling moments that drive their decisions, companies can create products that better meet their needs and ultimately drive greater success.
Join us at the Business of Software (BoS) USA 2024 Conference from September 23-25 in Raleigh, NC. This event is your chance to learn how great software companies are built, focusing on creating long-term, profitable, and sustainable businesses. Don't miss this opportunity to connect with industry leaders, gain valuable insights, and take your business to the next level.
Bob Moesta, delves into the concept of "Jobs to Be Done" (JTBD) and its application in product development and marketing during his talk at the Business of Software conference. Moesta's extensive background includes working on over 3,500 products and services, ranging from simple consumer goods to complex defense systems, which informs his understanding of JTBD. This framework focuses on understanding the underlying reasons customers "hire" a product or service to fulfill a specific job in their lives.
A key premise of JTBD is that people don't buy products for their features alone; they buy them to solve a problem or to make progress in a specific area of their lives. This perspective shifts the focus from the product itself to the customer's needs and circumstances. Moesta emphasizes the importance of identifying the "struggling moments" that prompt a customer to seek a new solution. These moments are critical as they create the space in the customer's mind for new products or services to be considered.
Moesta illustrates the JTBD framework through several examples. One notable case is that of Intercom, a company that provides customer communication tools. Initially, Intercom marketed itself as a comprehensive tool for managing customer interactions. However, after interviewing customers, it became clear that there were distinct reasons why people used their product: acquiring new customers, engaging existing customers, learning about customer behavior, and providing support. By recognizing these different jobs, Intercom was able to tailor its marketing and development efforts more effectively, leading to significant growth.
Another example discussed is the process of buying a car. Moesta recounts an interview with an individual who purchased a Lexus and later a Porsche Cayenne. The decision to buy the Lexus was driven by practical considerations like reliability and cost-effectiveness. However, the Lexus failed to meet all the functional needs, particularly in terms of carrying golf equipment securely and comfortably. This unmet need led to the purchase of the Porsche, which combined functionality with aesthetic appeal and driving pleasure. This example underscores the importance of understanding the multiple factors influencing a customer's decision, including emotional and social dimensions, not just the functional requirements.
Moesta also shares his own experiences and insights from his mentors, including Dr. Deming and Clay Christensen. Dr. Deming's principle that "nothing is random, everything is caused" is foundational to the JTBD approach. Understanding the causation behind customer behavior helps in designing products that align more closely with their needs. Christensen's insight that "questions create spaces in the brain for solutions to fall into" further reinforces the need to uncover the real questions customers are asking themselves when they decide to buy a product.
Throughout the talk, Moesta emphasizes the practical application of the JTBD framework. He discusses the importance of conducting detailed customer interviews to uncover the true motivations and struggling moments behind their purchases. This involves not only listening to what customers say but also understanding the context and trade-offs they make. The insights gained from these interviews can then be used to drive innovation and improve product-market fit.
In conclusion, the JTBD framework offers a powerful tool for understanding customer behavior and improving product development. By focusing on the jobs customers need to get done and the struggling moments that drive their decisions, companies can create products that better meet their needs and ultimately drive greater success.
Join us at the Business of Software (BoS) USA 2024 Conference from September 23-25 in Raleigh, NC. This event is your chance to learn how great software companies are built, focusing on creating long-term, profitable, and sustainable businesses. Don't miss this opportunity to connect with industry leaders, gain valuable insights, and take your business to the next level.
Bob Moesta, delves into the concept of "Jobs to Be Done" (JTBD) and its application in product development and marketing during his talk at the Business of Software conference. Moesta's extensive background includes working on over 3,500 products and services, ranging from simple consumer goods to complex defense systems, which informs his understanding of JTBD. This framework focuses on understanding the underlying reasons customers "hire" a product or service to fulfill a specific job in their lives.
A key premise of JTBD is that people don't buy products for their features alone; they buy them to solve a problem or to make progress in a specific area of their lives. This perspective shifts the focus from the product itself to the customer's needs and circumstances. Moesta emphasizes the importance of identifying the "struggling moments" that prompt a customer to seek a new solution. These moments are critical as they create the space in the customer's mind for new products or services to be considered.
Moesta illustrates the JTBD framework through several examples. One notable case is that of Intercom, a company that provides customer communication tools. Initially, Intercom marketed itself as a comprehensive tool for managing customer interactions. However, after interviewing customers, it became clear that there were distinct reasons why people used their product: acquiring new customers, engaging existing customers, learning about customer behavior, and providing support. By recognizing these different jobs, Intercom was able to tailor its marketing and development efforts more effectively, leading to significant growth.
Another example discussed is the process of buying a car. Moesta recounts an interview with an individual who purchased a Lexus and later a Porsche Cayenne. The decision to buy the Lexus was driven by practical considerations like reliability and cost-effectiveness. However, the Lexus failed to meet all the functional needs, particularly in terms of carrying golf equipment securely and comfortably. This unmet need led to the purchase of the Porsche, which combined functionality with aesthetic appeal and driving pleasure. This example underscores the importance of understanding the multiple factors influencing a customer's decision, including emotional and social dimensions, not just the functional requirements.
Moesta also shares his own experiences and insights from his mentors, including Dr. Deming and Clay Christensen. Dr. Deming's principle that "nothing is random, everything is caused" is foundational to the JTBD approach. Understanding the causation behind customer behavior helps in designing products that align more closely with their needs. Christensen's insight that "questions create spaces in the brain for solutions to fall into" further reinforces the need to uncover the real questions customers are asking themselves when they decide to buy a product.
Throughout the talk, Moesta emphasizes the practical application of the JTBD framework. He discusses the importance of conducting detailed customer interviews to uncover the true motivations and struggling moments behind their purchases. This involves not only listening to what customers say but also understanding the context and trade-offs they make. The insights gained from these interviews can then be used to drive innovation and improve product-market fit.
In conclusion, the JTBD framework offers a powerful tool for understanding customer behavior and improving product development. By focusing on the jobs customers need to get done and the struggling moments that drive their decisions, companies can create products that better meet their needs and ultimately drive greater success.
Join us at the Business of Software (BoS) USA 2024 Conference from September 23-25 in Raleigh, NC. This event is your chance to learn how great software companies are built, focusing on creating long-term, profitable, and sustainable businesses. Don't miss this opportunity to connect with industry leaders, gain valuable insights, and take your business to the next level.
Guadalajara
Werkshop - Av. Acueducto 6050, Lomas del bosque, Plaza Acueducto. 45116,
Zapopan, Jalisco. México.
Texas
5700 Granite Parkway, Suite 200, Plano, Texas 75024.
© Density Labs. All Right reserved. Privacy policy and Terms of Use.
Guadalajara
Werkshop - Av. Acueducto 6050, Lomas del bosque, Plaza Acueducto. 45116,
Zapopan, Jalisco. México.
Texas
5700 Granite Parkway, Suite 200, Plano, Texas 75024.
© Density Labs. All Right reserved. Privacy policy and Terms of Use.
Guadalajara
Werkshop - Av. Acueducto 6050, Lomas del bosque, Plaza Acueducto. 45116,
Zapopan, Jalisco. México.
Texas
5700 Granite Parkway, Suite 200, Plano, Texas 75024.
© Density Labs. All Right reserved. Privacy policy and Terms of Use.