Podcast · about 30 min

Bob Moesta on Jobs-to-be-Done (Inside Intercom podcast)

Bob Moesta with Intercom · Inside Intercom Free Intermediate

Bob Moesta helped build the JTBD method alongside Christensen, and here he is specific about how to catch the non-functional job in a live interview: listen for the energy, the anticipation, the reward, and the social part, not just the task someone says they were doing. This is the practical companion to the book, showing you what to actually probe for when a customer explains a purchase. Treat his questions as prompts to adapt, not a script to recite.

• Do not accept the surface reason: dig into what the person was doing, the energy behind it, and the reward they were chasing to surface the emotional and social job.
• Talk to people who just bought and people who just quit, because the switch moment exposes the push and pull forces functional questions miss.
• Emotion and hesitation in an interview are signals, so follow them rather than smoothing past them.