Episode description

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On today's episode, I welcome the one and only Bob Moesta to share how we can effectively align our organizations around the progress our customers are trying to make, that job to be done they hire our products for. Bob is a long-time builder and is famous for the work he did with Clay Christensen in building the jobs-to-be-done framework and today Bob is the President and CEO of the ReWired Group, Adjunct Lecturer in the Executive MBA program as Northwestern's Kellog School of Business, Research Fellow at Clayton Christensen Institute, and author of many wonderful books, some of which we'll talk about today.

Here's what we discussed:

• Bob has a long history in Product Development with innovation, engineering, and product management
• He worked with Clay Christensen on the Jobs-to-be-Done framework and was one of the earliest of JTBD pioneers
• Bob's newest book on Demand-Side Sales 
• In September, Bob will be launching his newest book, Learn To Build, shedding light on his learnings over the years to give you a solid foundation as a fellow builder
• The pretty sweet setup that is Bob's office and his mentor wall
• How JTBD really comes from the idea that we're all trying to make progress and we hire products or services to help us make that progress
• Why context is so important. The who, where, when, and why is what frames a job 
• Product Marketing and Positioning really revolves around the job or the context for the consumer
• How pricing comes down to positioning, which is informed by the job, so at the end of the day, pricing is informed by a customer's job to be done
• The danger of competitive analysis and poor pricing strategy and how it can create feature creep
• Bob's take on the sales funnel and why he flipped it upside down in his new book
• Why the debate between Sales-Led vs Product-Led really comes down how well you can educate the customer and whether that can be done in the product well-enough or not
• How the struggling moment changes at each stage of the funnel. Understanding what those stuggling moments are is key to addressing them
• The #1 way to align an org around jobs is to never mention jobs. Focus on the customer and the progress they're trying to make
• Defining the input and the output, because they make a difference! Knowing what you have to cause or what you can screen for is crucial!
• A fantastic way to create trust! And why you HAVE to empower your team, with known constraints, so they can create trust
• How to leverage the frame of "what progress they're trying to make" is the #1 way to align an organization around their goals and the progress the customer is trying to make
• Why you need to practice empathetic delivery
• The difference between a dictionary problem and a thesaurus problem

Bob is just an amazing, humble, human who is just looking to help people and has benefited from his generosity. I'm super grateful he joined the pod to share! Be sure to check out his latest and connect with him below!

Get Bob's book: Demand-side Sales 101

Watch out for "Learning to Build" coming this Fall! 

Follow Bob or Connect on LinkedIn