BoSEU23 | Bob Moesta | Understanding Your Customer Jobs-to-be-Done

Jobs to Be Done Refresh
10 Years Later
Bob Moesta
Founder | CEO - The Re-Wired Group
Adjunct Lecturer – The Kellogg School of
Management @ Northwestern University

My Talk (50 min + 10 Q&A)
• Quick Intro
• Part 1 – JTBD Foundations
• Part 2 – Demo JTBD Interview
• Part 3 – Case Studies –
• Intercom (Product)
• AutoBooks (sales)
• Part 4 – Wrap-up + Q&A
© The Re-Wired Group 2023

Meet
Bob
JTBD
30 Years
Engineer
from Detroit
+3500
Products

3500 + Products & Services

Part 1
JTBD Foundations

“Questions
create spaces in
the brain for
solutions to fall
into.”
Clayton Christensen
Professor @ Harvard
Business School

The struggling
moment is the
seed for
all innovation.

Why Do People Choose New Things?
A
(The Old Way)
B
(The New Way)

“What people in business
think they know about the
customer and the market is
likely to be more wrong than
right … the customer rarely
buys what the business
thinks it sells them.”
Peter Drucker- 1950

4 Key Frameworks for JTBD Interviews
1. “Supply-Side” vs “Demand-Side”
Thinking
2. Forces Of Progress
3. The JTBD Timeline
4. Social, Emotional and Functional
Motivational Energy

Two Perspectives: Supply-Side v. Demand-Side

Supply-Side: Making Products & Services
“The Market”
“Personas”
“Leads”
Market
Segmentation
“Prospects”

Demand-Side – “Why Does Someone
Buy Something New?”

Supply-Side v. Demand-Side: Different Language
& Process

People Don’t Want to Buy…
…they want
a quarter-inch
hole!"
“People don't
want to buy a
quarter-inch drill…
The Solution
(WHAT) The Job
(WHY)
Product Language
– Features &
Benefits
Job Language –
Context &
Outcomes
Theodore Levitt
1960 - Professor
Harvard Business
School

Progress is Caused:
JTBD Forces of Progress
A
(The Old
Way)
B
(The New
Way)

What are the set of dominoes that have
to fall?

JTBD Timeline:
The Process of Making Progress
22
A
(The Old
Way)
B
(The New
Way)

JTBD Timeline: A Set of Consumer Systems

Types of Motivational Energy

Part 2
Demo JTBD Interview

Demo JTBD Interview
•Setting up an interview
•Conducting an interview:
game on/game off
•Debriefing an interview

7 © The Re-Wired Group 2023
Frame the
Question
Set Up
Interviews
Conduct
Interviews
Find
Patterns
Detail
Clusters
Prototype
Opportunities
The Jobs to Be Done Process

• Interview with a partner
• Unpack to common language
• Approach the conversation with
a beginner’s mind
Demo JTBD Interview: Setup

Progress is Caused:
JTBD Forces of Progress
A
(The Old
Way)
B
(The Old
Way)

JTBD Timeline:
The Process of Making Progress
30
A
(The Old
Way)
B
(The Old
Way)

Unpacking the Layers of Language
More Abstract
More Concrete
Pablum Layer of
Conversation
(Rigorous, Enjoyable etc.)
Fantasy Layer of
Conversation
(Solutions, Features, etc.)
Causal Layer of
Conversation
(Who, When, Where,
Why)
JTBD
Pathways of Progress

• Recently purchased
• They made the decision
• Struggled to make the decision
• Has received and used the product or
service
Demo JTBD Interview: Recruiting Criteria

Demo Interview

• Debate and unpack the language heard
• Capture pushes, pulls, anxieties and habits
• Debrief each interview individually, then
aggregate later
Demo JTBD Interview: Debrief

• Active Listening — Playback to verify
• Playing Dumb — I am confused?
• Listen for pauses, sighs, etc.
• Use humor to build rapport and get
people to relax
• Bracket to get clarification — max.
and min.
• Uncover trade-offs — this or that.
• Set up a bad question
• Use contrast to understand
• Uncover the emotional elements —
laughing, crying, anger are all
valuable (only if real)
Interviewing Tips to Keep in Mind

Be sure you capture their
Forces of Progress!
The Most Important Thing!

Part 3
Case Studies

Meet Intercom
• Started in 2010
• One size fits all – “A product” that
can do everything to help a
software company with managing
consumers data (CRM, support
tickets, customer onboarding, new
features testing, etc.)
• One price for all its services
• Very little crossover buying
Des Traynor
Founder & VP Strategy

© The Re-Wired Group 2022 42
2012

Intercom.com

2014 Q2 2014 Q4

2015 Results – 500% growth in 18
months
Acquire

Keep Going - Became Experts in their JTBD

2018
2019

And They are Still Growing . . .
March 2018 - $1.25 Billion Valuation!

AutoBooks – Fintech in Detroit
Chris Spiek
Chief Product Officer
(Co-Founder of Re-Wired)
Kyle Bazzy
VP Sales
Derik Sutton
VP Marketing
Steve Robert –
CEO & Co- Founder

Supply-Side (Product) vs Demand-Side (Progress)

We Reframed the “Reference Point” for Sales
From Our ”Product” + (Features & Benefits)
“The Consumer”
To Their ”Progress” + (Struggling Moments + Trade-offs)
Product
(What)
Who, Where, When,
Why, How and How Much.
“Progress”
(Who, When, Where, & Why)
What, How and How Much.
“The Product”

Sales is Supply-Side & Progress is Demand-Side
Sales Funnel

How Can I help?
Every 90 Days
they would end
up re-working
the Demo
because it did
not work
Struggling Moment?
The Demo!

The Demo
“1 Demo”
W
here are they in their ”Timeline”?

The Demo – Whose Timeline?

The Bank’s Buying TimeLine
Demo #1
Learning
Demo #2
Possibilities
Demo #3
Trade-offs
Almost “Beg”
For next Demo

Which of these apply most to you right now?
JTBD 1
Our executive team
has placed an
emphasis on growing
deposits and/or
increasing non-
interest fee income.
JTBD 3
When our customers ask
us how they can get paid
online, we don’t have a
good answer. We have a
good solution for card
present transactions, but
when it comes to
competing against non-
bank providers like
PayPal, Square,
Quickbooks and others,
we’re at a disadvantage.
JTBD 2
Our latest digital
banking upgrade is
behind us. We are
now looking for our
next digital banking
project that will help
us to continue to
differentiate.

How the Sales Process has
Changed:
Who
Where, When & Why
JTBD #1
JTBD #2
JTBD #3
Sales People
Bank
Prospect
Bank
Customer

Traditional View of Marketing, Sales &
Customer Success

Demand-Side Sales Builds Alignment
and Focus on The Progress

Autobooks Sales Results
(last 12 months):
• 3X on lead conversion
• ½X time to close from lead to customer + more
interaction
• Bonus: Program Performance + Launch– Is More
Successful + Faster + LESS work on the back end
• 6X in Bank Partners
• 9X in Small Business Users
• 5X revenue growth

Part 4
Summary & Q+A

3 Tips
For Creating Innovative
Products & Services using
JTBD

#1 - Find the Struggling Moments –
Current & Future – Inside & Out

#2 – Think Progress, Not Products or
Services

#3 - Identify the Trade-offs – “Choose
What to Suck At”
You cannot be good at everything!
Know the things you can (should) be bad
at, and manage appropriately.

What would
you consider your
greatest innovation?

Before JTBD
Ford Taurus 1987
Ford Taurus 1992
After JTBD

Interested in Learning More?
https://therewiredgroup.com/

Thank You
Bob Moesta
@bmoesta
bmoesta@rewiredinc.com

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