Lenny's Podcast · Aug 24The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)
Bob Moesta, its guest, has nearly 30 years in product and built his demand-side JTBD method through interviews of recent switchers. He recommends 10 to 12 interviews per round and says the method fails where buyers have no real choice or habit runs deep.
Tips
- Interview ten recent buyers about why they bought, not about your product▶ 33:53Sets of pushes, pulls, anxieties and habits start to repeat around interview seven or eight.
- Run 10 to 12 interviews per round, then run a second round▶ 29:07Patterns in pushes, pulls, anxieties and habits repeat around seven or eight interviews.
- Skip the discussion guide and follow the story with the four forces▶ 30:07
- Peel through the layers of language to what actually happened▶ 37:43A $137 coat rack purchase took 18 months of deliberation though the buyer said one week.
- Do not hypothesize the jobs in a conference room▶ 45:25After 12 interviews on the same day he recorded, a client learned buyers were not buying for the reason they assumed.
- Choose what to suck at and match your trade-offs to the customer's▶ 58:52
- Skip Jobs To Be Done where customers have no real choice▶ 51:05
