Bob Moesta: Understanding Your Customer Jobs-to-be-Done

If you don’t understand your customers, you cannot build the best products to meet your needs. Jobs-to-be-Done is a framework adopted by companies including Apple, Intercom and Gitlab to rethink the way that you design and build profitable, scalable, repeatable products. If JTBD is new to you, start here.

Bob Moesta, working with Professor Clayton Christensen, were the original thinkers behind the concept. In this session, Bob will explain how you can use the framework in practice and will conduct a live customer interview that will demonstrate how you can uncover the motivations that make your customers switch to, or from, your product. You will learn how to unearth new customer insights and find a new source of inspiration for product strategy and your marketing messages.


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.

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