Decoding Customer Insights, Trust, and the Jobs-to-be-Done Framework with Bob Moesta | E1943
This Week in Startups
Jason Calacanis
4.2 • 1.4K Ratings
🗓️ 3 May 2024
⏱️ 85 minutes
🧾️ Download transcript
Summary
This Week in Startups is brought to you by…
Hubspot for Podcast Networks - Looking to up your marketing game? Check out the podcast: Marketing Against the Grain: https://lnk.to/h3vKHnTW. Hosted by Hubspot CMO Kipp Bodnar and Zapier CMO Kieran Flannigan. They bring you the latest in marketing trends, growth tactics and innovation. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y. Available on all your favorite podcast apps.
LinkedIn Jobs. A business is only as strong as its people, and every hire matters. Go to LinkedIn.com/TWIST to post your first job for free. Terms and conditions apply.
Zendesk. The best customer experiences are built with Zendesk. Qualifying startups can join their Startup program and get Zendesk products free, for six months! Visit http://www.zendesk.com/twist today to get started.
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Todays show:
Bob Moesta joins Jason to discuss important customer interview methods, such as the concept and importance of deep listening (7:21), quantitative vs. qualitative and hypothesis-building research (13:08), “The jeweller effect” and building trust (37:47), and more!
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Timestamps:
(0:00) Bob Moesta of the Re-Wired Group joins Jason.
(2:33) Jumping into Bob's origin stories and the early lessons that shaped his career.
(4:59) Unpacking the concepts of “the customer is not always right” and that they don’t actually know what they want.
(7:21) The concept and importance of deep listening.
(8:52) Bob’s use of “the death day” and learning the value of time.
(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y
(13:08) Quantitative vs qualitative and hypothesis-building research.
(16:51) Bob’s four amazing mentors and how they turned him from an illiterate eighteen-year-old into an innovation machine.
(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist
(21:40) The dangers of identifying personas and “the secret sauce”.
(26:08) Drawing importance from the “irrational decision”, as context drives the rationale.
(28:28) Bob explains his approach to interviews.
(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist
(32:32) Applying these concepts to a customer buying a diamond or health care.
(37:47) “The jeweller effect” and how do you cause trust?
(40:48) Making people problem aware.
(47:45) Applying the fact that people learn out of routine to the electric car customer.
(54:18) The concept of nostalgia.
(1:03:08) Bob’s current book he is writing about what causes someone to leave one company and go to another.
(1:15:57) At what stage is a company that hires the Re-Wired Group?
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Check out The Re-Wired Group: https://www.anomalo.com/
Check out Bob’s website and publications: https://www.bobmoesta.com/
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Check out Founder Fridays: https://www.founderfridays.tech/
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Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp
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Follow Bob:
X: https://twitter.com/bmoesta?lang=en
LinkedIn: https://www.linkedin.com/in/bobmoesta/
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Follow Jason:
LinkedIn: https://www.linkedin.com/in/jasoncalacanis
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Thank you to our partners:
(10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y
(20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist
(31:00) Zendesk - Get six months free at http://www.zendesk.com/twist
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Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland
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Check out Jason’s suite of newsletters: https://substack.com/@calacanis
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Follow TWiST:
Substack: https://twistartups.substack.com
Twitter: https://twitter.com/TWiStartups
YouTube: https://www.youtube.com/thisweekin
Instagram: https://www.instagram.com/thisweekinstartups
TikTok: https://www.tiktok.com/@thisweekinstartups
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Subscribe to the Founder University Podcast: https://www.founder.university/podcast
Transcript
Click on a timestamp to play from that location
| 0:00.0 | I've had four kind of amazing mentors. I painted them so as a dyslexic I can't read but I paint every night. |
| 0:08.0 | Think of me as 18 years old, told to be a baggage handler or a construction worker. |
| 0:12.8 | These people took an illiterate 18-year-old |
| 0:15.8 | and turned me into an innovation machine. |
| 0:18.1 | They literally poured their knowledge into me |
| 0:20.1 | to enable me to work on 3,500 different products and services. I've done eight startups. |
| 0:25.0 | For all the practical purposes I should be a baggage handler. I love this of awareness. |
| 0:32.3 | I was going to be a cop and the internet happened. |
| 0:36.6 | This weekend startups is brought to you by hub spot for podcast networks. |
| 0:41.8 | Looking to up Your Marketing Game? |
| 0:44.0 | Check out the podcast Marketing Against the Grain, |
| 0:47.1 | hosted by HubSpot CMO Kip Bodner |
| 0:50.0 | and Zap Your CMO Kiran Flanagan. They bring you the latest in marketing trends, growth tactics, and innovation. |
| 0:57.0 | Available on all your favorite podcast apps, LinkedIn Jobs. A business is only as strong as its people and every hire matters. |
| 1:06.3 | Go to LinkedIn.com slash Twist to post your first job for free. |
| 1:10.9 | Terms and conditions apply and Zen Desk. The best customer |
| 1:15.8 | experiences are built with Zen Desk. Qualifying startups can join their |
| 1:20.4 | startup program and get Zen Desk products free for six months. |
| 1:24.4 | Visit Zen Desk.com slash Twist today to get started. |
| 1:28.6 | All right, everybody, welcome back to this week in startups. |
| 1:31.4 | I am super excited about our next guest because not a lot of people have |
| 1:35.2 | studied product and customers to the level of today's guest Bob Mesta if you're in the industry you know him already. He's the founder and CEO of the rewired group and he works with early stage founders to help them get product market fit to understand their customers very deeply and we're going to have a very deep discussion today about understanding your customers and running your company at the early stages. |
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