Bio
Co-creator of the Jobs-to-be-Done framework with Clayton Christensen at Innosight. Founder of Re-Wired Group, where he's run thousands of switch interviews across consumer and B2B contexts. Author of Demand-Side Sales 101 (2020) — reframes selling as helping the buyer make progress rather than persuading them to buy. Consistent voice on the claim that buyer language and switch triggers cannot be derived from internal research; they must be interviewed out of recent buyers.
Operating themes
- JTBD switch interviews are the canonical method for buyer language.
- Forces of progress / forces of resistance govern every purchase decision.
- Selling is helping a buyer make progress, not persuasion.
Cards
- ins_jtbd-interviews-surface-customer-language — JTBD interviews surface the customer's actual language and switch trigger [Tier A]
Sources
- "Bob Moesta on Unpacking Customer Motivations with JTBD," Intercom Podcast, 2020 —
raw/essays/multi-operator--marketer-rotation-pmm-builder-takes--2026-05.md - Demand-Side Sales 101, Lioncrest 2020
External
- https://www.therewiredgroup.com/
- https://www.intercom.com/blog/podcasts/bob-moesta-on-unpacking-customer-motivations-with-jobs-to-be-done/