Customer Discovery Interview Techniques Using JTBD


Bob Moesta, co-architect of Jobs-to-be-Done with Clayton Christensen will lead you through an interactive masterclass that will help you to plan, conduct, and process customer interviews using Jobs-to-be-Done theory.

Jobs-to-be-Done provides a framework to help you leverage the force of your customers’ behaviour in order to drive your product improvement.

People don’t simply buy products or services; they pull them into their lives to make progress. We call this progress the ‘job’ they’re trying to do. (Most people don’t want to buy a 1/4“ drill, they want a 1/4 “ hole…). Understanding this opens a world of innovation possibilities. The theory of Jobs-to-be-Done helps you understand customer behavior. Jobs Theory goes beyond superficial market demographics or product attributes categories to expose the functional, social, and emotional dimensions that explain why customers make the choices they do.

This BoS Masterclass is an opportunity to learn how to put the theory into practice with Bob Moesta, a leading thinker in the field and one of the most brilliant business teachers on the planet.

The Masterclass is limited to just 24 attendees, to ensure attendees get maximum interaction time with Bob.

You Will Learn

  • Jobs-to-be-Done theory: Discover how customers’ behaviors are driven by the progress they are trying to make and the circumstances they are in.
  • Interviewing technique: Observe and practice interviewing customers to discover why and how they choose and use specific products and services.
  • From observation to insight to product specification: Create a concise summary of customer Jobs-to-be-Done to inform product development and improvement.

Dates & times

This BoS Masterclass will take place in two sessions. You will be also be set approx one hour of work to be completed before the first session.

Session 1: 7am-10am PT / 10am-1pm ET / 3pm-6pm GMT, Thursday 4th February 2021

Session 2: 7am-8am PT / 10am-11am ET / 3pm-4pm GMT, Thursday 11th February 2021


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About Bob Moesta

Bob Moesta is a founder, maker, innovator, speaker, and now a professor. Pioneer of Jobs-to-be-Done theory, an expert on creating, developing, and launching new products and services. His work with tech companies such as Intercom, Basecamp and many more has helped adapt the Jobs-to-be-Done theory to technology products. One of the principal architects of the Jobs-to-be-Done theory in the mid-90s along with Harvard Business School Professor Clayton Christensen, Bob has continued to develop and apply the innovation framework to everyday business challenges.

Bob’s Talks at BoS:

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