Aug 24 • 1HR 10M

The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)

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Lenny Rachitsky
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Bob Moesta is the co-creator of the Jobs To Be Done (JTBD) framework, a close collaborator of Clay Christensen, and CEO and founder of The Re-Wired Group. He has helped launch more than 3,500 new products, services, and businesses and built and sold several startups himself. He is also a fellow at the Clayton Christensen Institute and a guest lecturer at the Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University’s Kellogg School of Management. In this episode, we discuss:

• What Snickers and Milky Way can teach us about JTBD

• The various flavors of the JTBD framework

• Best practices for implementing the framework

• Advice on conducting interviews for B2B vs. B2C customers

• Common mistakes people make when implementing JTBD

• When not to use it

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Find the full transcript at:

Where to find Bob Moesta:

• Twitter/X:

• LinkedIn:

• Website:

Where to find Lenny:

• Newsletter:

• Twitter/X:

• LinkedIn:

In this episode, we cover:

(00:00) Bob’s background

(04:04) A simple explanation of the Jobs To Be Done framework

(07:29) Struggling moments and demand

(09:51) Understanding the context behind pain points

(11:14) Reducing friction in the sales process

(14:46) How Autobooks improved their buying process and 4x’ed conversion

(16:52) The six phases of the buying process

(18:30) The JTBD interview process

(21:55) How Bob’s TBI affected his reading/writing and how he is able to write books

(22:02) Why people switch companies

(27:18) Tips for JTBD interviewing

(30:07) Why you should not have a discussion guide

(32:48) The danger of looking at the customer through the product

(33:53) First steps in applying the JTBD framework

(36:25) Signs people are ready for a change

(37:43) Bob’s “layers of language”

(40:15) Examples of companies with a broad adoption of JTBD

(43:59) The different flavors of JTBD and common mistakes to avoid when implementing it

(48:19) Bob’s work with Clay Christensen on JTBD theory

(51:05) When not to use JTBD

(53:40) Common misconceptions about the framework

(55:55) What compelled Bob to spend so much of his life on JTBD

(58:07) Three big takeaways

(59:07) Lightning round


• Jason Fried on LinkedIn:

• Des Traynor on LinkedIn:

• Southern New Hampshire University:

• Paul LeBlanc on LinkedIn:

Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress:

• Autobooks:

• Intercom:

• Zendesk:

• HubSpot:

• The Kellogg School of Management at Northwestern University:

• Y Combinator:

• Michael Horn on LinkedIn:

• Ethan Bernstein on LinkedIn:

Never Split the Difference: Negotiating as If Your Life Depended on It:

• William Edwards Deming on Wikipedia:

• Basecamp:

• Sriram and Aarthi on Lenny’s Podcast:

• Genichi Taguchi:

• Tony Ulwick on LinkedIn:

• The Clayton Christensen Institute on LinkedIn:

Shape Up:

The End of Average: Unlocking Our Potential by Embracing What Makes Us Different:

The Big Bang Theory on TBS:


• Kyota massage chairs at Costco:

• Paul Adams on LinkedIn:

• Matt Hodges on LinkedIn:

• Andrew Glaser on LinkedIn:

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Lenny may be an investor in the companies discussed.