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Podcast: Scratch: CMO Interviews
Episode: How to Apply Jobs-to-be-Done to Brand Building with Bob Moesta of The ReWired Group
Description: 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 whe...