My guest today is the one and only Bob Moesta.  Have you heard about Jobs to be Done theory? Bob was the one creating it together with Clayton Christensen - who's for many the Father of Disruptive Innovation. Bob is the Founder and CEO of the Re-wired Group. He has worked on & helped launch more than 3,500 new products so far, is a guest lecturer at Harvard Business School, and started his career by being a mentee of Dr Deming himself - the father of the Toyota Production System. He’s also the author of several bestselling books, including Learning to Build. Bob is an absolute legend and I am so grateful he took the time to join me in this insightful conversation. We covered: * Why 10-12 interviews are enough to uncover patterns * Jobs to be Done as a way to understand people’s lives * Why JTBD is not a framework to understand the customers’ functional “jobs” today, but their context and outcomes (the “progress” they want to make) * Why Bob doesn’t use interview guides * Changing how you approach competitive analysis and market sizing by seeing the world through a Jobs to be Done lenses * Why JTBD is such a powerful way to align Product/Design/Engineering, with Marketing and Sales * How to approach prioritization using interrelationship diagrams * How to visualize your user research using the Forces of Progress This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com