The Power of Struggling Moments in Innovation

In this enlightening episode of Build What's Next: Digital Product Perspectives, Bob Moesta, an engineer turned innovation expert and co-architect of the Jobs to be Done theory, shares his unique approach to product development and innovation. With over 3,500 products under his belt, Bob brings a wealth of experience to the table.

Key points discussed include:

• The importance of identifying customers' struggling moments as the seed for all innovation
• Understanding the progress customers are trying to make rather than focusing solely on product features
• The concept of "Jobs to be Done" and how it applies to various industries
• The difference between supply-side and demand-side thinking in product development
• How to uncover hidden customer needs and motivations
• The importance of context in creating value for customers
• Strategies for effective product positioning and marketing

Bob illustrates these concepts through engaging case studies:

1. Snickers vs. Milky Way: How two seemingly similar products serve entirely different customer needs
   
   
   
2. Intercom: How understanding different customer jobs led to a 15x growth in revenue
   
   
   
3. Autobooks: How reframing the sales process around customer buying timelines led to significant growth

He challenges listeners to rethink their approach to product development, marketing, and sales by focusing on the progress customers are trying to make in their lives. Bob emphasizes that successful innovation isn't about adding more features but understanding and addressing customer struggles.

The episode concludes with three key tips for innovators:

1. Find struggling moments
   
   
   
2. Think about the progress people are trying to make
   
   
   
3. Understand and manage trade-offs in product development

Bob's insights offer a fresh perspective on innovation, encouraging businesses to look beyond traditional product-centric approaches and truly understand their customers' needs and motivations.

Episode Resources:

• About Bob Moesta 
• Bob's Podcast: The Circuit Breaker
• Books by Bob Moesta:
  • Demand Side Sales
  • Learning to Build
  • Upcoming book on talent and career development (release expected in October/November)
• Recommended Reading: Works by Clayton Christensen on disruptive innovation and Jobs to be Done theory

Episode Highlights:

• [06:41] The importance of struggling moments in innovation
• [08:37] Understanding context and outcome in customer needs
• [17:45] The seed for all innovation: struggling moments
• [25:16] Case study: Snickers vs. Milky Way
• [33:27] Case study: Intercom's growth through Jobs to be Done
• [41:13] Case study: