JTBD pioneer, founder of Re-Wired Group
Bob Moesta co-created the jobs to be done framework with Clay Christensen and is co-founder and CEO of the Re-Wired Group. He wrote Demand-Side Sales and Job Moves, a guide to finding a job you love. People hire products to make progress in their lives, he says, and a struggling moment is what causes demand. Careers work the same way: the moment you stop making progress is the moment you start looking for another job.
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Research
Do not ask what customers want. Ask what made them switch from what they were doing before.
There's this waterline, that there's these other forces, and there's two other forces. Every time I show somebody something new, it actually creates anxiety, anxiety of the new.
Bob Moesta
runs the tactical, qualitative lineage of Jobs to Be Done: interview people who actually switched, surface the forces around the switch, and study the struggling moment, because the causal story of one real switch teaches more than a tidy metric.
Tony Ulwick
runs the outcome-driven lineage, treating the job as a quantifiable statement with a direction of improvement, a metric, an object and a context, stable and testable at scale. The rigour is the point, because a fuzzy statement cannot be prioritised.
From The Switch Interview
Jobs to Be Done - Four Quests
Four quests people undertake when making changes: needing to get out (escape), needing to take the next step (progress), needing to regain control (agency), and needing…
How to find work you love | Bob Moesta
