Jobs to be Done Workshop - Industry



Successful innovators build products and services that customers willingly—even eagerly—pull into their lives. This Workshop will help you discover why your customers choose (or don’t choose) your products and services and what to do about it.

Entrepreneurs and enterprise leaders alike recognize the importance of innovation, but few harness it effectively. Bob Moesta helps make it more predictable and successful. Among the principal architects of the Jobs to be Done theory in the mid-90s along with Harvard Business School Professor Clayton Christensen, Moesta has continued to develop, advance and apply the innovation framework to everyday business challenges. Currently president & co-founder of The ReWired Group, a Detroit, Mich., Innovation consultancy & incubator, he is also a fellow at the Christensen Institute.

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This Workshop is based on over 30 years of research and practice by The Re-Wired Group and Bob Moesta, creator of over 3000 successful innovations. Bob combines a systems view of product development with a deep understanding of the progress customers want to make in their lives, to help you shift from hit-or-miss innovation efforts to successful product development.

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  • JTBD Theory: Discover how customers’ behaviors are driven by the progress they are trying to make and the circumstances they are in.
  • JTBD Interviews: Observe and practice interviewing customers to discover why and how they choose and use specific products and services.
  • JTBD Specifications: Create a concise summary of customer Jobs to Be Done to inform product development and improvement.