💡Product Circle ⭕ Chat - Struggling Moments & Why people choose New Things with Bob Moesta
💡Product Circle ⭕ Chat 22 with Bob Moesta on why people choose new things and Jobs to be done
Product Circle Chat is runs every second week as a Zoom call that anyone can join to talk all things product, product management and problem solving. Creating value for customers and the business.
“The struggling moment is the seed of innovation.” - Bob Moesta
This Product Circle Chat was run 6 June 2024 at 9.30am (Sydney Australia time).
✨Struggling Moments✨
💡Want to grow your business, increase conversions, grow your product sales?
You can’t ignore the ✨Struggling Moments!✨
🔎View the experience through your customer's lens with jobs to be done and uncover the struggling moments, events, triggers, anxieties, habits, pushes, pulls and tradeoffs made as the customer progresses.
Product Circle Chat 22 - Topic
Why do People Choose New Things
✨$0 to $4B Revenue in 4.5 years✨
For Casper Mattresses, it wasn’t about designing a new bed. It’s was about re-imagining the purchase experience, identifying the struggling moments and removing them. Understand the context of the purchase. No one can decide on the perfect mattress lying on them for a few minutes in the store.
✨ Understanding why people choose new things (JTBD)
✨ Understanding the Stuggling Moments in Demand Side sales.
"Ultimately it was not about building a better mattress. It was actually about building a better way to buy a mattress, and that actually took them from being almost nobody to being one of the bigger players in the market."
✨Two Perspectives to Sales✨
Build it and they will come
Understand the Struggling Moment
✨Active listening is a two way street✨
💡Want to know how to create product experiences that convert customers?
👂Learn Listen Better👂
So many gems 💎 from Greg Engel and Bob Moesta in Circuit Breaker Podcast:
💎 Ask questions to understand where people are going and what they’re trying to do
💎 Active listening is a two way street
💎 Listen for Intent - because the same words may be used within different context
💎 Unpack and understand the context. Ask follow up clarifying question
💎 Your job as the listener to draw the context, intent out
💎 Listen to the Who to get to the Why through the What, Where, When
💎 Get past the boundaries people have. Get past the standard answers
💎 Listen to uncover the Unknowns
💎 Know your own Biases because they can limit what you hear.
💎 Have multiple people listening to filter out the biases (institutional biases, past experience biases)
💵Conducting these interviews to get to the intent of why a customer converted means you’ll be able to uncover experiences that you can make repeatable and convert more customers.
💵 Likewise, conducting these interviews to understand why a prospective customer didn’t convert, means identifying the unknown frictions in the customer progress (that you can then solve) that are currently costing you sales.
Get beyond polite boundaries with a Job to be Done interview and don’t get distracted by the noise.
✨Listen for intent ✨
https://lnkd.in/gurug3W9
Product Circle Chat 22 - Video
Product Circle Chat 22 - Speaker
Product Circle Chat on run 6 June 2024 was presented by Bob Moesta.
Bob Moesta is an entrepreneur at heart and engineer & designer by training. He started out as an intern for Dr. W. Edwards Deming, father of the quality revolution & worked with Dr. Genichi Taguchi extensively. In Japan, Bob learned first-hand many of the lean product development methods for which so many Japanese businesses, including Toyota, are known for.
Since developing the Jobs to be Done theory in the mid-90s, along with Harvard Business School Professor Clayton Christensen, Bob has continued to develop, advance and apply the innovation framework to everyday business challenges.
Bob has worked on & helped launch more than 3,500 new products, services and businesses across nearly every industry, including defense, automotive, software, financial services and education, among many others. He has started, built and sold several startups.
You can hire Bob to speak at your next event. As well as a speaker, he is the author of Demand Side Sales 101: Stop Selling and Help Your Customers Make Progress and Learning to Build: Skills of Innovators and Entrepreneurs.
Bob’s links:
The Mattress Interview (& why impulse purchases don’t exist)
Demand Side Sales 101: Stop Selling and Help Your Customers Make Progress
Bob’s Slides
Product Circle Chat - Q&A
❓ How do I get involved?
1. Subscribe to the Product Circle Chat Calendar on Lu.ma and get notified of every 💡 Product Circle ⭕ Chat event
2.Register & Show up - Register to the Product Circle Chat event, block your calendar out and come to the next Chat 📅
3. Share - bring a friend or two who wants to talk all things Product 👯♂️👯♀️
4. Volunteer - volunteer to host or present at one of the future Product Circle Chats 🙋♀️. Drop me an email at irene@phronesisadvisory.com
❓ Will there be more sessions?
Yes. Fortnightly. Every second week.
❓ What if I can’t make the next session or don’t want to miss the next Product Circle chat invite?
Really want to come to the session but 😭 can't make this specific 💡 Product Circle ⭕ Chat?
📆 Get an invite directly into your inbox
👉 Subscribe to the Product Circle Chat Calendar on Lu.ma and get notified of every 💡 Product Circle ⭕ Chat event
💪 We've got you!
❓ Still have Questions?
Talk to me. Send me an email at irene@phronesisadvisory.com
Are you new to Product Management and want to learn from me?
I created a Course. For people new to Product Management.
Aligned it with the Learning Outcomes created by Product greats like Jeff Patton and others. Had it certified by the globally recognised ICAgile.
Choose to spend 2 days learning from me - either face to face or via Zoom - with ICAgile Certified Professional in Product Management (ICP-PDM).
And if you’re looking for a sneaky discount, send me an email at irene@phronesisadvisory.com