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In this packed episode, we invite Bob Moesta on the show to show us how to do interviews that uncover Jobs to Be Done.

In this episode:

• Bob conducts and interview of my friend Derek on a major purchase to undercover the underlying Job to Be Done
• Bob and I analyze the interview and the insights
• We talk the uses of the insights that can be applied directly to sales, product development, and marketing activity

Key Takeaways:

• Never ask what people wish existed while doing research. Ask about the progress they're trying to make.
• Make people feel comfortable. Ask for and use names of people in their stories.
• Use the insights to develop your product, train your sales team, and derive marketing messaging
• Understanding progress your customers want to make make helps you orient your operations around that knowledge, and improves customer experience because you are built to please!
• Bob honed his interviewing skills by learning from law enforcement agents. Check out Chris Voss's Never Split the Difference to learn more about the tactics. Link below!

Books mentioned:

- Never Split the Difference, Chris Voss

- Competing Against Luck, Clayton Christensen, Karen Dillon, and David S. Duncan

- Demand-Side Sales 101, Bob Moesta and Greg Engle

OUR SPONSOR:
This episode is brought to you by Active Digital.

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