Rewired CEO Bob Moesta on the JTBD Framework: How People Shop & Buy
The Brand Lab Series
PLAYING: Rewired CEO Bob Moesta on JTBD: How People Shop and Why People Buy | Ep 45
March 13, 2017 | Inside AE Showcase

Bob Moesta is both an entrepreneur and engineer.  Over his career, Bob has developed and launched more than 3,000  products.  He worked alongside Clay Christensen and is passionate about aligning marketing with engineering.  As a result, he is always asking the question, what job is the consumer trying to hire for? Hence, the Jobs to Be Done (JTBD) mindset.

“The CPG industry launches over 7,000 products a year and less than 40 go over $50M that’s dismal,” says Bob Moesta, “products that usually succeed are built to address a JTBD.”

Brand Lab Series™ Episode 45 Show Guide

  • A disconnect between marketing and engineering
  • The Jobs to be Done (JTBD) premise
  • The mistake of content over context
  • Correlation versus causality seems like marketers treat innovation as luck
  • Working alongside Clay Christensen and Jason Fried
  • The one innovation that will get him into heaven

Thank you for listening, we hope you enjoyed our conversation with Bob Moesta. Furthermore, hear other episodes of the Brand Lab Series™ at:


iHeart Radio

Google Play

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