Episode

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

Bob Moesta, co-creator of the Jobs-to-be-Done framework with Clay Christensen, explains how customers hire products to make progress in their lives rather than buying them based on features. He emphasizes understanding the context and struggling moments that push customers to change, not just pain points, and demonstrates how this approach helped companies like Intercom and Southern New Hampshire University grow by focusing on customer progress rather than product features.