BOS JTBD Conference 2022

1. Business of Software
Applications of
JTBD Across
Your Business
Bob Moesta
Founder & CEO - The Re-Wired Group
Adjunct Lecturer – The Kellogg School of
Management @ Northwestern University
© Bob Moesta 2022 1

2. My Talk (45 min + 15 Q&A)
• Who is Bob (2 min)
• Part 1 – Review of JTBD Foundations (My version) (8 Min)
• Part 2 - JTBD for Sales (10 min)
• Part 3 - JTBD for Your Career & HR (15 min)
• Part 4 – (Bonus if Time) 5 Skills of Innovators &
Entrepreneurs (10 min)
• Part 5 – Q&A (15 min)
© Bob Moesta 2022 2

3. © Bob Moesta 2022
JTBD
30 years
ENGINGEER
FROM
Detroit
+3500
Products
About
Bob
3
Dr. W. Edwards Deming Dr. Genichi Taguchi
Dr. Willie Hobbs Moore
Dr. Clayton Christensen

4. © Bob Moesta 2022 4
3500 + Products & Services

5. Today’s Amazing Collection of Individuals &
Applications of JTBD for Product & Marketing
© Bob Moesta 2022 5
Adrienne
Alan
Tony
Josh Rand
Matt Paulina
Claire

6. Part 1 – Review of JTBD
Foundations (My Version)
© Bob Moesta 2022 6

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

8. Why Do People Choose New Things?
© Bob Moesta 2022 8
“People don’t buy
products; they hire
them to do a Job in
their life and make
progress!”
Jobs-To-Be-Done
A
(The Old Way)
B
(The New Way)

9. Two Perspectives: Supply-Side v. Demand-Side
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10. Supply-Side v. Demand-Side: Different
Language & Process
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11. Progress is Caused: JTBD Forces of Progress
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A
(The Old Way)
B
(The New Way)

12. JTBD TIMELINE: THE PROCESS OF MAKING PROGRESS
© Bob Moesta 2022 12

13. Part 2 – JTBD applied
to Sales
© Bob Moesta 2022 13

14. Why so Few
“Sales”
Professors?
Sitting in Clay’s Office in 2010 ...
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15. The thread that We pulled . . .
“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
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16. Are Sales Random or Caused?
Not Random – But Caused
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17. Supply-Side (Product) vs Demand-Side (Progress)
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18. So we Re-frame the “reference” Point for
Sales from . . .
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”
© Bob Moesta 2022 18

19. JTBD TIMELINE: THE PROCESS OF
MAKING PROGRESS
© Bob Moesta 2022 19

20. © Bob Moesta 2022 20
JTBD TIMELINE: A SET OF CONSUMER SYSTEMS

21. Sales is Supply-Side & Progress is Demand-Side
Sales Funnel
© Bob Moesta 2022 21

22. 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
© Bob Moesta 2022 22

23. How Can I help?
Every 90 Days
they would end
up re-working
the Demo
because it did
not work
Struggling Moment?
The Demo!
© Bob Moesta 2022 23

24. The Demo
“1 Demo”
W
here are they in
Their
”Timeline”?
© Bob Moesta 2022 24

25. The Demo – Who’s timeline?
© Bob Moesta 2022 25

26. The Bank’s Buying TimeLine
Demo #1
Learning
Demo #2
Possibilities
Demo #3
Trade-offs
Almost “Beg”
For next Demo
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27. How the sales process has
changed:
Who
Where, When & Why
JTBD #1
JTBD #2
JTBD #3
Sales People
Bank
Prospect
Bank
Customer
© Bob Moesta 2022 27

28. Traditional view of Marketing, Sales
& Customer Success
© Bob Moesta 2022 28

29. Demand-Side Sales Builds Alignment
and Focus on The Progress
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30. 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
© Bob Moesta 2022 30

31. Part 3 – JTBD applied
to your Career & HR
© Bob Moesta 2022 31

32. Who is Struggling with:
• Resignations
• Finding Talent
• Outsourcing
• Half In
• Rotating through - Churn
© Bob Moesta 2022 32

33. March 2022 – NBC News

34. How did you get your last new job?

35. Why?

37. Jobs Hunting Feels like House Hunting
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40. The Artifacts of a Job Change
The Resume
The Job
Description
The Process

41. The Job Description
© Bob Moesta 2022

42. The Resume
© Bob Moesta 2022

43. The Current Process
© Bob Moesta 2022

44. Designing Work for Employee /Position Fit
© Bob Moesta 2022

45. A Flip of the Lens
The Old Paradigm
“Companies Hire Employees”
The New Paradigm
“Employees Hire Companies”
Reference Point: The company + Fill Job Opening Reference Point: The Employee + Their progress
© Bob Moesta 2022

46. JTBD applied to Your Career & Human
Resources
© Bob Moesta 2022 46
Hire Your Next Job provides
a framework and new tools
to help define progress for
you in your career. Unlike
other career books, it
focuses on how to select
your next job given your
current situation. As we
look ahead, it’s plain to see
that shifts in the labor
market are anything but
fleeting, but we want you
to know: you are in a
position of power.
Prof. Ethan Bernstein
Harvard Business School
Michael Horn
Guild Education
Bob Moesta
The Re-Wired Group

47. “Pushes” & “Pulls” of Why People
Change Companies/Positions/Jobs
© Bob Moesta 2022 47

48. THE Patterns OF JOB CHANGE –
“The JTBD of Jobs”
© Bob Moesta 2022 48
JTBD 1
When the way I am
managed is wearing
me down and I can’t
see a way to grow in
this job, help me find
a supportive
environment so I can
be challenged, learn
and grow on the job.
JTBD 2
When I am
overwhelmed at
work, help me find
an employer who
values my
experience so that I
can regain freedom
over how I allocate
my time.
JTBD 3
When I have
reached a personal
milestone and my
responsibilities are
growing, help me
find an employer
where I can take the
next step in my
career.
JTBD 4
When my current
employer does not
value my experience
or credentials, help
me find an employer
who will appreciate
my expertise so that I
am respected and
acknowledged.

49. Supply-Side vs Demand-Side for
Employment?
© 2022 Bob Moesta 49

50. This is a two-sided problem
Employer Side
• Job description that
represents the progress –
the what, how and how
much (Progress for the
company)
• Unpacked and causal
language – Do vs IS
• Trade-offs we are willing
to make
Candidate Side
• A Job that leverages my
strengths, minimizes
weaknesses
• Helps me grow and make
progress in and out of
work
• Thinks about me as a whole
person
© Bob Moesta 2022

51. An opportunity for a Two-Sided
Market
© Bob Moesta 2022
Better Designed Job/Position
Descriptions
(What, How and How much)
Deeper Understand of Self & Journey
Including Desired Progress
(Who, When, Where and Why)
Matching System –
Interviews to assess
Fit and Trade-offs

52. Candidate / Employee Side
© Bob Moesta 2022

53. Our process - Jane at XYZ Corp
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4. Prototyping New Possibilities
5. Requirements & Weighting
2.
Unpack
and
Clarify
1. Self Inventory & Drivers of Energy
3. Benchmark and Trade-offs

54. Employer / Company / Manager Side

55. **Looking for a few companies (2 or 3) that:
• Struggling with Hiring and finding talent
• Have High Turn over or Churn
• Have had Resignations rise
• Are Outsourcing labor at a high rate
And:
• Want to attack the problem from a different perspective?
• Use the link: https://forms.gle/i33xYvmgmQXSPaa79
© Bob Moesta 2022 55

56. Bonus (If time)
Part 3 – Learning to Build
© Bob Moesta 2022 56

57. 35 Years of
Notebooks on
Innovation &
Creating Things
© Bob Moesta 2022
Sunday, June 5, 2022 57

58. My Next Book – Learning to Build: The 5 Bedrock
skills of innovators and Entrepreneurs
© Bob Moesta 2022
Dr. W. Edwards Deming Dr. Genichi Taguchi
Dr. Willie Hobbs Moore
Dr. Clayton Christensen
58

59. We make things, we think left to right, but …
© Bob Moesta 2022 59

60. When we create, design and build new things,
we think Right to Left!
© Bob Moesta 2022 60

61. The Five Skills of Innovators and
Entrepreneurs
Prototyping to Learn
Causal Structures Making Tradeoffs
Uncovering Demand
Empathetic Perspective
© Bob Moesta 2022
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62. © Bob Moesta 2022
Cause & Effect – (5 W’s & 2 H’s)
(Who, What, When, Where, Why, How & How much?)
What, How and How Much
(Business Model, Technology and Operations)
Who, When, Where & Why
(Progress = Context & Outcomes)
Design Requirements
System Requirements
Prototyping to Learn
Causal Structures
Making Tradeoffs
Uncovering Demand
Empathetic Perspective
62

63. Demand-Side Sales & Learning to Build
© Bob Moesta 2022
63

64. Thank You
Bob Moesta
@bmoesta
bmoesta@rewiredinc.com
64
© Bob Moesta 2022
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Out July 2022
Out 2024
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