Video · About 45 min

Demand-Side Sales 101 (talk)

Bob Moesta · Business of Software (Bob Moesta) Free Intermediate

Bob Moesta, one of the originators of Jobs to be Done, shows how to interview people about the struggling moment that made them change, which is how you find a problem worth solving rather than a preference. For an outsider this gives you a repeatable interview shape: reconstruct the timeline of a real switch and the anxieties around it. It pairs well with The Mom Test as the deeper interview craft.

• Demand only exists where there is a real struggling moment
• Reconstruct the timeline of a customer's actual switch
• Ask what progress people are trying to make, not what features they want