The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)

I think one of the biggest misconceptions around jobs to be done is this notion that it's pain and gain as opposed to context and outcome. When you hear somebody's story and it seems irrational, like we'll have people go, Oh my God, that's an anomaly. That doesn't happen. But what what you realize is that the the context makes the irrational rational. So the moment you hear a story and you go, I can't believe that. Nine times out of ten, it's because you don't have the rest of the story. And so part of it is being able to understand the rest of that context that would drive somebody say, like, why would somebody cut their arm off? Well, if they're in this situation and this and this and this, like there's nobody who would say they want to cut their arm off, but in certain situations you'll do it. And so that's what we're trying to do is find where will people change behavior. Welcome to Lenny's Podcast, where I interview world-class product leaders and growth experts to learn from their hard-won experiences building and growing today's most successful products. Today my guest is Bob Mesta. Bob is the co-creator of the Jobs to be done framework, alongside Clay Christensen.

And as you'll hear at the top of our conversation, is maybe the most anticipated guest I've had on based on the LinkedIn response. Bob has started eight companies and is currently the co-founder and CEO of the Rewired Group. and currently spends his time helping companies of all sizes unlock hidden insights and create successful products and services. In our conversation we get deep into all aspects of the jobs to be done framework. What is it?

How to apply it to your product. When it's not a good fit. how to interview customers to get accurate insights into their struggles, plus examples of how jobs to be done works for zero to one products and a ton more. Thank you to everyone who suggested questions and topics for our conversation. Enjoy my chat with Bob Mesta after a short word from our sponsors.

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