051: Demand-side sales and innovation can unlock huge growth opportunities by understanding your customers’ Struggling Moments, their Jobs To Be Done and their 3 Motivations for Progress. Professor and Subject Matter Expert (Bob Moesta)

Presented by Troy Trewin

Troy has worked intimately with 26 businesses in 20 years. He knows their numbers, understands their growing pains and people issues and has helped with most financial aspects, as well as having coached on leadership and management.

November 4, 2020

In this episode, I interview Bob Moesta, the Founder, President, and CEO of the Re-Wired Group. The Re-Wired Group specializes in Demand-Side Innovation and they help companies and individuals grow by enabling innovation from the Demand-Side; Changing buying and consumption behavior. They identify, design, and execute marketing, selling, and buying systems for growth and focus on fast, high-impact actions that lead to immediate results, growth, and insight. Their approaches, methods, frameworks, and software have helped companies grow more than 20% when their current market was down more than 50%.

Bob is a founder, maker, innovator, speaker, and now a professor, and he enjoys making innovation more predictable and successful for entrepreneurs and enterprise leaders. Among the principal architects of 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. He is a fellow at the Christensen Institute and has worked on and 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. 

The Jobs to be Done theory is just one of 25 different methods and tools he uses to speed up and cut costs of successful development projects. He is a guest lecturer at The Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University’s Kellogg School of Management. He is an entrepreneur at heart and engineer and designer by training. He has started, built, and sold several startups. Bob started out as an intern for Dr. W. Edwards Deming, father of the quality revolution, and worked with Dr. Genichi Taguchi extensively. He traveled to Japan and learned first-hand many of the lean product development methods for which so many Japanese businesses, including Toyota, are known. A lifetime learner, he holds degrees from Michigan State University and Harvard Business School. He has studied extensively at Boston University’s School of Management, MIT School of Engineering, and Stanford University’s “D” School. Stay tuned to gain from Bob’s wealth of expertise on matters demand-side sales and it will definitely help you change the growth trajectory of your small business upwards.

This Cast Covers:

  • Starting seven companies and letting other people run them once they top $50 Million.
  • Moving away from managing more people and selling to focus more on doing work.
  • From engineer to helping people in the defense and food industries build products, to becoming a highly successful serial entrepreneur. 
  • Continuous learning to gain horizontal skills that helped him communicate with the right people.
  • His guest lecturing work and how his books are helping educate future innovators.
  • Starting the entire sales process by understanding why people buy in the first place.
  • Demystifying what Demand-Side sales is all about and why it’s important when growing a small business.
  • The value of understanding the forces of progress.
  • Translating the three motivations of progress into the dimension of product.
  • A great example of how powerful Demand-Side sales can be for a business.
  • Innovating by learning enough fast enough and focusing on the things you struggle with by either eliminating them or figuring out new ways to them.
  • The importance of realizing that sales is much about timing and listening that it is about you as the business owner. 
  • Learning to understand demand instead of getting obsessed with pushing a product.

Additional Resources:

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“Sales is the hardest part of any business there is” – Bob Moesta

“Stop trying to push your  product and understand how to help people pull your product into their lives” – Bob Moesta

“The context adds as much value as the product” – Bob Moesta

“The things that cause value are a part of the situation the customer is in” – Bob Moesta

“Every purchase is caused” – Bob Moesta

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Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod (https://incompetech.com). License: CC BY (http://creativecommons.org/licenses/by/4.0/

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