Bob Moesta: evaluation

Transcript context

…In those cases, is there a different framework you recommend or is it just like you don't really have a lot of options? In a lot of cases to me, I'd do some ethnography, I'd literally figure out kind of where there's frictional points in the system. I might do some prototyping around kind of different alternatives, but typically it's more about what I would call the little hire or how do they use, for example, the health insurance as opposed to why do they buy the health insurance. The other example I could use is chewing gum. If I talk to people about buying a pack of chewing gum, most people can't remember at all when they bought a pack of chewing gum, even if it was in the last week like, "Uh, I think so. " But if I asked them when they chewed gum, they can tell me about when they chewed gum. And ultimately that will then imply when they buy gum. If you go to something that it doesn't register, it's so deep of a habit that they don't really know what they're doing, you'll never going to be able to get that information out of them. Again, the habitual stuff is very hard to see the job. It's only when people change do you see, it's like you can reveal the entire iceberg but if I've been using Tide for 20 years and I ask you why do you hire Tide, you just make it up. You have no idea why you Tide. But if you switch from Tide to Gain or Gain to Tide, you can tell me that story very detailed. There's a reader who has the really interesting question, Maria Delano is her name. She's wondering, with a framework this well known, you're bound to get people misinterpreting it and repeating inaccurate information about the framework, and she's curious what misconceptions most frustrate you that you just hear again and again about Jobs to Be Done?…

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