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About Bob Moesta
Bob Moesta is an innovator, maker and entrepreneur, and an expert investigator of why customers make the decisions they make. He was among the principal architects of the Jobs to be Done theory in the mid-1990s, and he has spent the years since developing, advancing and applying the framework to everyday business challenges.
Moesta has worked across nearly every industry, including defense, automotive, software, health care, web services, financial services and education. Jobs to be Done is one of 25 methods and tools he uses to speed up successful development projects and cut their costs. An engineer by training and an entrepreneur at heart, he has started, built and sold several startups. He began his career as an intern for W. Edwards Deming, the renowned statistician and father of the quality revolution, and traveled to Japan to learn first-hand the lean product development methods for which companies such as Toyota are known.
Bob's Keynote Topics
Innovation – new products, new services, new markets – is the real growth engine for most companies, big and small. But despite all their resources, sophisticated processes, expansive consumer research and deep expertise, most companies end up managing innovation like it’s simply a game of luck. Don’t settle for probabilities.
This is not a process management problem. You need a different and better way to uncover what consumers really want, answering what jobs they need done, and to translate it into design requirements the rest of the organization can understand and act on.
Bob Moesta, one of the original architects of the Jobs to Be Done theory with the late Harvard Business School professor Clayton Christensen, discusses the basics of the theory that can transform your company’s innovation from hit and miss to predictable successes. He brings it to life with real examples and stories from diverse industries (both B2B and B2C), as well as every day life. Moesta focuses not only on unpacking the power of Jobs to Be Done, but he also offers actionable tips that enable you to immediately start thinking differently, and apply the framework to their personal lives as well as the businesses they work in.
*Moesta also offers an option to interview a customer or attendee live as part of his talk to demonstrate the theory in action.
Books by Bob Moesta
Job Moves: 9 Steps for Making Progress in Your Career
Harper Business, 2024
Learning to Build: The 5 Bedrock Skills of Innovators and Entrepreneurs
Lioncrest Publishing, 2022
Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress
Lioncrest Publishing, 2020
Choosing College: How to Make Better Learning Decisions Throughout Your Life
Jossey-Bass, 2019
The Jobs-to-be-Done Handbook: Practical Techniques for Improving Your Application of Jobs-to-be-Done
CreateSpace Independent Publishing Platform; One edition, April 23, 2014Bob in the Media
How Recent Grads Can Get a Job—Even in a Challenging Labor Market
AI-Powered Tools May Make It Even Harder to Find a Job
Your Path to a Fulfilling Career With Michael Horn and Bob Moesta
Creating Lovable Products With Jobs to Be Done (JTBD) | Talk With Bob Moesta - Co-Architect of JTBD & CEO @ The ReWired Group
How to Discover What Really Drives Customer Decisions
Getting to Yes, And… | Bob Moesta – ‘Job Moves’
5 Steps to Picking Your Next Career Move
Harvard Researchers: The People Who Are Happiest With Their Careers Share This Mindset
How to Find Your Next Job When You Are Ready to Quit
HBR's 10 Must Reads on Managing People: Why Employees Quit
Bob Moesta - Learning to Build
Bob Moesta - Jobs To Be Done
In offering 21st century advice in ‘Choosing College’ to students and parents about what to seek in a college experience, Michael Horn and Bob Moesta also lead counselors, teachers, and higher education leaders to examine what they are offering today’s applicants. Introducing “The Jobs to be Done” concept is a practical guide for sparking reflection, relevance, and renewal across the teaching and learning spectrum. I found how Horn and Moesta provide personal human stories on top of extensive data to be extremely effective driving home key points. This book provides an engaging approach to students and parents making critical decisions about college; even better, it pushes higher education leaders to make decisions that will sharpen their institution’s relevance to learners with different needs. And for policymakers confronting tough decisions about higher education, ‘Choosing College’ is a good starting point for matching how well a state’s institutions are meeting today’s student and workforce needs.
Bob WiseFormer Governor of West Virginia and Congressman
’Choosing College’ tackles one of the most complex and foundational decisions facing society today. Michael Horn and Bob Moesta go beyond dissecting the decision and formulating a return-on-investment. They frame a systemic approach to assist the reader in making a customized decision that is best for every individual. The break-through approach is the application of the popular innovation methodology (jobs-to-be-done) as a means of providing the reader with a pragmatic step-by-step model to make the most informed choices for their unique situation. As a business leader, an education advocate and a father, I found myself completely immersed in the content and in the resolution. I highly recommend this book to anyone contemplating the value and choices of pursuing continuing education.
Brad D. SmithExecutive Chairman, Intuit Inc.
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