With so many moving pieces, it can be hard to truly understand why your customers actually bought from you. But fear not, because a simple framework called Jobs To Be Done will ensure you're giving your customers exactly what they need. The co-architect of the Jobs To Be Done framework Bob Moesta joins Katelyn Bourgoin to explain:  Why Customers Lie To Themselves and To You The Difference In Language Between Active And Passive Shopping The Four Forces That Influence All Buying Decisions What Really Matters To Your Customers And So Much More Bob Moesta is the President and CEO of The Re-Wired Group and co-architect of the Jobs To Be Done Framework. His new book Demand-Side Sales 101 is now available.  --- Twitter: https://twitter.com/bmoesta LinkedIn: https://www.linkedin.com/in/bobmoesta/ Book: https://www.amazon.ca/Demand-Side-Sales-101-Customers-Progress-ebook/dp/B08FRRF68Q --- Follow Katelyn on Twitter Get your Free Customer Ranking Calculator