E78: Bob Moesta on Avoiding Hans, Selling Jay a Tesla & Demand-Side Sales 101
Ben & Jay welcome back Bob Moesta for the third time, talking about his new book Demand-Sides Sales 101: Stop Selling and Help Your Customers Make Progress, co-authored with his partner at The ReWired Group, Greg Engle. Bob is a lifelong innovator and coarchitect of the “Jobs to be Done” theory with Dr. Clayton M. Christensen. He's a teacher, builder, entrepreneur, and co-founder at The ReWired Group, a design
firm in Detroit, Michigan. Bob has developed & launched over 3,500 products and sold everything from design services, software, and houses to consumer electronics, and investment services. He’s an adjunct lecturer at Kellogg School at Northwestern University, lectures on innovation at Harvard and MIT, and enjoys mentoring at incubators.
Midway through this spirited conversation, Bob conducts a mini-interview on Jay about an upcoming car purchase. This interview demonstrates a few key elements from his book and his technique applying Jobs To Be Done theory:
- We aren't usually caused to buy or take action based upon one factor – there are usually clusters of forces acting upon us.
- The deeper you talk to people and the more questions you ask, you continue to uncover these forces.
- You can help people move through their purchasing timeline, to help them make better progress, on their terms.
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