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Uncovering Jobs to Be Done

*Uncovering the Jobs to Be Done | Bob Moesta & Chris Spiek* *"Customers lie. Sad but true."* Most customers don’t actually know—or won’t admit—what they truly want from a product. In this practical and actionable session from the *Business of Software Conference**, innovation experts **Bob Moesta* (co-founder of the ReWired Group) and *Chris Spiek* demonstrate how to look past what customers say and unearth deep insights into their real motivations using the **Jobs to Be Done (JTBD) framework**. As Bob Moesta explains, *"the struggling moment is the seed of innovation."* When you understand the specific progress a customer is trying to make, you can stop focusing on mere features and start designing for the *outcome* they desire. As the famous adage goes: *"People don’t want to buy the drill... they want the hole."* *In this video, you will learn:* *The Forces Diagram:* Understand the four forces acting on a customer when they switch products: the *Push* of the current situation, the *Pull* of a new solution, the *Anxiety* of the unknown, and the *Habit* of the present. *The JTBD Timeline:* Follow the customer journey from the "First Thought" through "Passive Looking" and "Active Investing" to the final "Deciding" and "Consuming" phases. *The Kano Model of Quality:* Learn the difference between *expected quality* (the basics), *performance**, and **excitement attributes* that truly delight customers. *Context vs. Content:* Why the situation a customer is in often provides more value and meaning than the product itself. The session includes a **live "Jobs to Be Done" interview**, where Bob and Chris deconstruct a real-life car purchase to reveal the hidden "causality" and decision-making patterns that drive consumer behavior. *About the Speakers:* *Bob Moesta* is a principal architect of the JTBD theory and has helped launch over 3,500 products. He is a guest lecturer at Harvard Business School and MIT. *Chris Spiek* is a veteran of the software development space and co-founder of The ReWired Group, dedicated to understanding how and why people buy. #JobsToBeDone #JTBD #ProductInnovation #CustomerInsights #MarketingStrategy #BusinessOfSoftware #BobMoesta #ChrisSpiek #SaaS #ProductDevelopment #CustomerMotivation #InnovationFramework *** *Analogy for Understanding JTBD:* Think of your product not as a physical object, but as a *job candidate**. Customers aren't just "buying" your software; they are **"hiring"* it to do a specific job in their lives to help them make progress. If the product doesn't perform the job well, or if a better candidate (competitor) comes along that reduces their anxiety, they will *"fire"* your product and hire something else.