Bob Moesta: Jobs-to-be-Done in the Enterprise

Bob Moesta and Professor Clayton Christensen were the original thinkers behind Jobs-to-be-Done (JTBD), a framework adopted by companies including Apple, Intercom and Gitlab that allows you to rethink how you design and build profitable, scalable, repeatable products. JTBD is widely applied to product development but is increasingly being applied to sales, marketing, hiring, customer success across the enterprise.

In this session, Bob shows why the Jobs JTBD framework can change your company’s thinking and explain how you can use JTBD in practice in your organization.

He also explains why working with Autobooks on their JTBD inspired business transformation was such a powerful project that will be covered in the conference in the Autobooks Case Study Sessions at BoS USA. You will see how product, engineering, sales and marketing across an organization were transformed using JTBD and demand-side sales thinking.

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Bob Moesta

Founder, Re-Wired Group

Entrepreneur, innovator and ‘the milkshake guy’ from Clayton Christensen’s famous example of Jobs-to-be-Done.

Bob is the President & CEO of The Re-Wired Group and serves as a Fellow at the Clayton Christensen Institute. A visual thinker, teacher, and creator, he’s worked on & helped launch more than 3,500 new products, services and businesses across nearly every industry, including defence, automotive, software, financial services and education. JTBD theory is a powerful method and tool he uses to speed up and cut costs of successful development projects. Bob’s a guest lecturer at The Harvard Business School, MIT Sloan School of Entrepreneurship and Northwestern University’s Kellogg School of Management.

See more from Bob Moesta.


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