Masterclass: Demand-Side Sales with JTBD (21 & 28 July)


Learn what your customers see and hear when they try to hire your product, and how you can help them make progress through to purchase. 

An online masterclass in two sessions led by Bob Moesta of The Rewired Group.

Course Description

Should you rethink your sales process from the buyer’s perspective? Here’s a golden opportunity. For most of us, sales means reciting features, benefits, pressuring customers into purchasing. Selling feels icky. It’s not our fault – that’s how most selling is done. 

There’s a better way…

In this online BoS Masterclass, Bob Moesta has taken Jobs-to-be-Done theory and applied it to the sales process. Bob spoke at BoS Online 2020 on this very topic as his book was published in 2020.

This masterclass will help you take the framework he describes and help you to put it into action in your business. It will involve explanation, discussion, Q&A and exercises aimed at helping you understand how the ideas can be applied in your own unique context.

Bob will explain and answer your questions on the fundamentals of the forces of progress model and how it relates to your own situations before working through real examples of how you can use this knowledge to transform your approach to sales from nagging and bombarding to actively helping people make the progress they desire using the world famous Jobs to be Done (JTBD) theory.

What will you learn?

  • How you can work with customers to understand behaviours, thinking, and the progress they’re trying to make
  • How to help your customers understand why your product might be a good solution for their needs. 
  • Why it is important to see and hear what your customers see and hear.
  • How to understand what your customers want and how you can help them make progress. 
  • How a demand-side approach to sales can be adopted effectively in your own operation. 

Who should attend?

CEOs, CMOs, CROs, VP Sales, Sales Directors, Business Development, Founders and high performing sales teams. 


Session One (2 hours)21 July 202111:00 – 13:00 EST / 16:00 – 18:00 BST
Session Two (2 hours)28 July 202111:00 – 13:00 EST / 16:00 – 18:00 BST

Course Format

This online course runs over two 2 hour online sessions with a maximum number of 24 participants.

This is not an introductory lecture. The masterclass has been designed to help you make progress. You will be expected to be familiar with the concept of JTBD and to have read Bob’s book, Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress prior to attending the masterclass. You can also watch this talk.

We will assume a knowledge of the essentials so the discussion, application, practice and learning elements of the sessions can be focused on how you can apply the ideas to your own situation. 

Masterclass Leader

Bob Moesta

Bob Moesta
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.