#9 Understanding customers using Jobs to Be Done (JTBD) | Bob Moesta, co-creator of the JTBD framework

My guest today is the one and only Bob Moesta. Have you heard about Jobs to be Done theory? Bob was the one creating it together with Clayton Christensen - who's for many the Father of Disruptive Innovation.Bob is the Founder and CEO of the Re-wired Group. He has worked on & helped launch more than 3,500 new products so far, is a guest lecturer at Harvard Business School, and started his career by being a mentee of Dr Deming himself - the father of the Toyota Production System.He’s also the author of several bestselling books, including Learning to Build.Bob is an absolute legend and I am so grateful he took the time to join me in this insightful conversation. We covered:* Why 10-12 interviews are enough to uncover patterns* Jobs to be Done as a way to understand people’s lives* Why JTBD is not a framework to understand the customers’ functional “jobs” today, but their context and outcomes (the “progress” they want to make)* Why Bob doesn’t use interview guides* Changing how you approach competitive analysis and market sizing by seeing the world through a Jobs to be Done lenses* Why JTBD is such a powerful way to align Product/Design/Engineering, with Marketing and Sales* How to approach prioritization using interrelationship diagrams* How to visualize your user research using the Forces of Progress This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com