BPMA Monthly Meeting
Discovering Why Your Consumers Hire and Fire Your Products:
The Jobs to Be Done Theory & Method
Customers (that’s you and me, by the way) lie. Sad but true. Not maliciously, not even consciously, most customers don’t know, or won’t admit, what they want from their product. You could see this as a frustrating fact of business. Bob Moesta sees it as a great opportunity to get ahead of the competition and in this session he will demonstrate how to unearth some deep insights into customer motivation using the Jobs to Be Done framework.
- Learn what makes your customers switch to, or from, your new product (it’s often not what they’re telling you)
- Frame the key trade-offs that you need to manage in the project
- Find a new source of inspiration for marketing messages, technology and business models
- Unearth new insights into how to find and motivate your customers and consumers
Timeline for the evening:
6:15 pm: Registration opens
6:30 - 7:30 pm: Networking (light refreshments)
7:30 - 8:30 pm: Presentation
8:30 - 9:00 pm: Wrap Up and Additional Networking
Premium Members: Free if you pre-register online at least one day prior to event or $10 at the door
Basic Members: $15 if you pre-register and pay online at least one day prior to event or $25 at the door
Non-Members: $20 if you pre-register and pay online at least one day prior to event or $30 at the door
About the Presenter:
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Bob Moesta is the President of The ReWired Group and serves as an Adjunct Fellow at the Clayton Christensen Institute. Along with HBS Professor, Clayton Christensen, Moesta was among the principal architects in the mid-1990s of the Jobs-to-Be-Done (JTBD) theory, one of the basic and vital building blocks for helping to make innovation more predictable and successful.
Bob has worked on and helped launch more than 3200 new products, services and businesses in his 30 years of experience. His true expertise is in the creation, development and launching of new products & services. The JTBD methods is just one of 25 different methods and tools Moesta uses to speed up and cut costs of successful development projects.
Moesta started out as an intern for Dr. Deming, where he traveled to Japan and learned first hand many of Toyota's and Japan's lean methods applied to product development. He has been blessed with an abundance of mentors like Dr. Genichi Taguchi, Kaoru Ishikawa, Dr. Don Clausing, Prof. Clayton Christensen and many others. He has work in just about every industry including: Defense, Automotive, CPG, Software, Healthcare, Web Services, Financial Services, Education as well as many others.
In recent years, Moesta has turned his focus on Jobs to be Done and the notion of demand-side innovation as it related to Lean Innovation and Developing Better, faster more profitable New Products. The Re-Wired Group is a small consulting firm focused on this. Bob also guest lectures at The Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern's Kellogg School of Management.
An engineer by training, Moesta holds degrees from Michigan State University and the Harvard Business School. He Has done extensive studying at Boston University School of Management, MIT School of Engineering and is working on a master in design from Stanford's "D" School. He has been married for 26 years, has 4 children and lives in the Metro Detroit Area where he supports an urban farm in the City of Detroit called recovery park.