World Model · podcast knowledge graph

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

2023-08-24 · 70 min · 57 entities

episode page audio

Asserted relationships

  • → references Jason Fried person
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/in/jason-fried
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805
  • → references W. Edwards Deming person
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://en.wikipedia.org/wiki/W._Edwards_Deming
  • → references Clayton Christensen Institute company
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/company/clayton-christensen-institute
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/End-Average-Unlocking-Potential-Embracing/dp/0062358375
  • → hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • → founded The Re-Wired Group. He company
    0.54
    evidence rules-v4
    founder of The Re-Wired Group. He
  • → founded The Re-Wired Group. He company
    0.54
    evidence rules-v4
    founder of The Re-Wired Group. He
  • → works at The Re-Wired Group. He company
    0.50
    evidence rules-v4
    founder of The Re-Wired Group. He
  • → works at The Re-Wired Group. He company
    0.50
    evidence rules-v4
    founder of The Re-Wired Group. He
  • → discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
  • → discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • → discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • → references penname.co website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://penname.co/
  • → references ycombinator.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://ycombinator.com/
  • → references hubspot.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://hubspot.com/
  • → references intercom.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://intercom.com/
  • → references Shapeup website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/shapeup
  • → references zendesk.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://zendesk.com/
  • → references basecamp.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/
  • → references oppenheimermovie.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://oppenheimermovie.com/
  • → references therewiredgroup.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": http://therewiredgroup.com/
  • → references degrees.snhu.edu website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://degrees.snhu.edu/
  • → references autobooks.co website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://autobooks.co/
  • → references kellogg.northwestern.edu website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://kellogg.northwestern.edu/
  • → references Genichi Taguchi person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://qualitygurus.com/genichi-taguchi
  • → references The Big Bang Theory person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://tbs.com/shows/the-big-bang-theory/watch-now
  • → references Massage Chairs Cushions person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota

Entities found in this episode

websites 24

  • mentioned penname.co website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://penname.co/
  • mentioned ycombinator.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://ycombinator.com/
  • mentioned hubspot.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://hubspot.com/
  • mentioned intercom.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://intercom.com/
  • mentioned Shapeup website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/shapeup
  • mentioned zendesk.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://zendesk.com/
  • mentioned basecamp.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/
  • mentioned oppenheimermovie.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://oppenheimermovie.com/
  • mentioned therewiredgroup.com website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": http://therewiredgroup.com/
  • mentioned degrees.snhu.edu website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://degrees.snhu.edu/
  • mentioned autobooks.co website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://autobooks.co/
  • mentioned kellogg.northwestern.edu website
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://kellogg.northwestern.edu/
  • references penname.co website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://penname.co/
  • references ycombinator.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://ycombinator.com/
  • references hubspot.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://hubspot.com/
  • references intercom.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://intercom.com/
  • references Shapeup website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/shapeup
  • references zendesk.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://zendesk.com/
  • references basecamp.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://basecamp.com/
  • references oppenheimermovie.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://oppenheimermovie.com/
  • references therewiredgroup.com website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": http://therewiredgroup.com/
  • references degrees.snhu.edu website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://degrees.snhu.edu/
  • references autobooks.co website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://autobooks.co/
  • references kellogg.northwestern.edu website
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://kellogg.northwestern.edu/

persons 12

  • mentioned Jason Fried person
    0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/in/jason-fried
  • mentioned W. Edwards Deming person
    0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://en.wikipedia.org/wiki/W._Edwards_Deming
  • references Jason Fried person
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/in/jason-fried
  • references W. Edwards Deming person
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://en.wikipedia.org/wiki/W._Edwards_Deming
  • mentioned Lenny Rachitsky person
    0.70
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • mentioned Genichi Taguchi person
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://qualitygurus.com/genichi-taguchi
  • mentioned The Big Bang Theory person
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://tbs.com/shows/the-big-bang-theory/watch-now
  • mentioned Massage Chairs Cushions person
    0.45
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota
  • references Genichi Taguchi person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://qualitygurus.com/genichi-taguchi
  • references The Big Bang Theory person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://tbs.com/shows/the-big-bang-theory/watch-now
  • references Massage Chairs Cushions person
    0.38
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota

companys 9

  • mentioned Clayton Christensen Institute company
    0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/company/clayton-christensen-institute
  • references Clayton Christensen Institute company
    0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://linkedin.com/company/clayton-christensen-institute
  • mentioned The Re-Wired Group. He company
    0.68
    evidence rules-v4
    founder of The Re-Wired Group. He
  • founded The Re-Wired Group. He company
    0.54
    evidence rules-v4
    founder of The Re-Wired Group. He
  • founded The Re-Wired Group. He company
    0.54
    evidence rules-v4
    founder of The Re-Wired Group. He
  • mentioned Technology company
    0.50
    evidence rules-v4
    Feed category: Technology
  • works at The Re-Wired Group. He company
    0.50
    evidence rules-v4
    founder of The Re-Wired Group. He
  • works at The Re-Wired Group. He company
    0.50
    evidence rules-v4
    founder of The Re-Wired Group. He
  • discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology

books 6

  • 0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987
  • 0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805
  • 0.90
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/End-Average-Unlocking-Potential-Embracing/dp/0062358375
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805
  • 0.77
    evidence rules-v4
    Link in episode "The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)": https://amazon.com/End-Average-Unlocking-Potential-Embracing/dp/0062358375

concepts 6

  • mentioned Business concept
    0.50
    evidence rules-v4
    Feed category: Business
  • mentioned Entrepreneurship concept
    0.50
    evidence rules-v4
    Feed category: Entrepreneurship
  • 0.42
    evidence rules-v4
    The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)
  • discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • mentioned JTBD concept
    0.35
    evidence rules-v4
    JTBD
Episode description as stored
Brought to you by Sidebar —Catalyze your career with a Personal Board of Directors | Merge —A single API to add hundreds of integrations into your app | Eppo —Run reliable, impactful experiments — 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 — Find the full 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) A simple explanation of the Jobs To Be Done framework (07:29) Struggling moments and demand (09:51) Understanding the context behind pain points (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 and how he is able to write books (22:02) Why people switch companies (27:18) Tips for JTBD interviewing (30:07) Why you should not have a discussion guide (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 a broad adoption of JTBD (43:59) The different flavors of JTBD and common mistakes to avoid when implementing it (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) Three big 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: h