Bob Moesta

Bob Moesta is an innovator, engineer, and one of the principal architects of the "Jobs to be Done" (JTBD) theory. He is the CEO of The Re-Wired Group and the author of Demand-Side Sales 101 and Learning to Build. Moesta worked closely with Clayton Christensen to develop the framework that suggests customers don't just buy products; they "hire" them to make progress in their lives. Moesta’s work shifts the focus from the features of a product to the struggling moment of the consumer.\n\nMoesta is a master interviewer and builder who has helped develop over 3,500 products. He argues that supply-side thinking (focusing on what you make) is the enemy of innovation. Instead, he teaches "demand-side" thinking: understanding the causal mechanisms that cause people to switch from one solution to another. His books are practical manuals for entrepreneurs and salespeople, offering tools like the "Timeline" to decode customer behavior. Moesta believes that innovation is a skill that can be learned, not a magic trick. He empowers creators to stop guessing and start listening, helping them build things that people actually want to buy.