Podcast

Bob Moesta on Unpacking Customer Motivations with Jobs to be Done

Bob Moesta · Intercom (Inside Intercom) Free Intermediate

A tighter conversation on the same method, good if you want the JTBD idea in under an hour. Moesta stresses that the biggest single move you can make is talking to someone who just bought and someone who just quit. A practical reframe for what to listen for when you keep those weekly calls going.

  • Talk to both new buyers and recent quitters to see the full picture
  • Motivation lives in the story of the switch, not in demographics
  • Ask what job the person hired your product to do
Open on intercom.com ↗

It answers 2 questions

  1. What questions should I actually ask in a customer interview?
  2. How do I keep talking to users while I'm heads-down building?

Read with it

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  3. A hands-on companion to The Mom Test with more structure on who to talk to and how to run the process. Alvarez is strong on... Cindy Alvarez Book · ~240 pages Lean Customer Development Cindy Alvarez
  4. This is the practical how-to for actually running the weekly cadence, covering the part most founders get stuck on: recruiting... Product Talk Article Customer Interviews: How to Recruit, What to Ask, and How to Synthesize What You Learn Teresa Torres
  5. A transcript of a real switch interview so you can hear what a great customer conversation actually sounds like. Reading it... Jobs to be Done Radio Article The Jobs to be Done Mattress Interview Jobs to be Done Radio
  6. A YC partner turns 'talk to users' into a repeatable 5-question interview script you can use this afternoon. It's The Mom Test... YC Startup Library Video · ~25 min How to Talk to Users Eric Migicovsky (YC / founder of Pebble)
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