423: Jobs-to-be-Done: Customer Interviews That Drive Growth - with Bob Moesta

In this episode of the SaaS podcast, Bob Moesta, co-creator of the Jobs-to-be-Done framework, shares insights on delving deeper into customer motivations beyond what they say they want. He advocates for conducting thorough interviews with a small group of customers (about 10-12) to reveal the real "struggling moments" and desired outcomes that influence their buying choices. This method helps prevent the development of unwanted features and instead prioritizes solutions for the fundamental issues that prompt purchases, leading to more effective go-to-market strategies and enhanced product development. The discussion also underscores the significance of grasping the customer context, the sequence of events that culminate in a purchase, and addressing any concerns customers may have about adopting new solutions.