The Business Leaders Network

Bob Moesta

Bob Moesta

President, The ReWired Group

Entrepreneur, innovator and ‘the milkshake guy’ from Clayton Christensen’s famous example of Jobs To Be Done, Bob was one of the principal architects of the JTBD theory in the mid 1990.

He is currently the President of The ReWired Group and serves as an Adjunct Fellow at the Clayton Christensen Institute. He  has usds the insights that JTBD generates throughout his career as an entrepreneur and innovator in roles as the managing partner at Woodward Equity Partners, vice president of sales and marketing at Lombardo Homes, and, most recently, vice president and general manager at Edutronix, LLC.

In recent years, Moesta has turned his Jobs to be Done and demand-side innovation research increasingly toward understanding the world of education with the goal of transforming the public education system into a more student-centric one. He serves as an ongoing thought partner for Innosight Institute in its research and promotion work. An engineer by training, Moesta holds degrees from Michigan State University, Boston University’s School of Management, and the Harvard Business School.

Uncovering the Jobs to be Done

A jobs to be done interview

Business of Software US 2013

Customers (that’s you and me, by the way) lie. Sad but true. Not maliciously, not even consciously, most customers don’t know, or won’t admit, what they want from their product.

You could see this as a frustrating fact of business. Bob Moesta and Chris Spiek see it as a great opportunity to get ahead of the competition and in this excellent 50 minute session they demonstrate how to unearth some deep insights into customer motivation using the Jobs to be Done framework.

This is one of our favourite talks from BoS 2013, because it is so practical and actionable. Watch this if you want to:

  • Learn what makes your customers switch to, or from, your product (it’s often not what they’re telling you)
  • Find a new source of inspiration for marketing messages
  • Unearth new insights into how to find and motivate your customers.

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