How to Apply Jobs-to-be-Done to Brand Building with Bob Moesta of The ReWired Group

Bob Moesta talks about how he overcame a disability to be a hugely successful businessman, marketer and educator. Bob is one of the authors of the Jobs-to-be-Done theory, which posits that consumers hire products or services to do jobs in their lives. According to Jobs-to-be-Done, companies need to better understand how their products and services fit into people’s lives. Bob talks about how to apply the theory to brand-building and reminds marketers that they need to be in lockstep with those creating the product. Bob insists that marketers tend to over-emphasize the who and ignore the when, where and why of consumption. Bob and Eric could have easily filled three podcasts - so if you want to hear more, send us your questions for Bob at [email protected] and we’ll have a special Q&A episode of Scratch with Bob. To hear more from Bob, check out his most recent book, Demand-Side Sales, look out for his upcoming Learning to Build, and check out his new podcast The Circuit Breaker. You can reach out to Bob on LinkedIn. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.