Struggling Moments Create Demand
Inspired by on Lenny's Podcast
The co-creator of Jobs to Be Done says the biggest product myth is 'build it and they will come' - and the same myth trips up parents every day.
Bob Moesta has spent 30 years building products and helping companies understand why people buy. The first thing he learned?
'One of the lies I was told growing up was build it and they will come. What I realized very early in my career is that really it didn't work.'
Products don't create demand. Struggling moments do.
'Struggling moments is the key. They're everywhere in our lives and there's only certain contexts when all of a sudden we realize we have to do something about it.'
Parents make this mistake constantly. We build the solution before understanding the struggle. We buy the educational toy before understanding why they're bored. We create the elaborate routine before understanding why bedtime isn't working.
Start with the struggling moment. What's actually hard right now? What's the context? What are they really trying to do?
The product comes after you understand the struggle - not before.
PM Theme: Jobs to Be Done
Parenting Theme: Understanding underlying needs
“One of the lies I was told growing up was build it and they will come. And so we always think about it from a technological, how do I build this thing? And what I realized very early in my career is that really it didn't work.”Bob Moesta · 00:05:07
“Struggling moments is the key and it's struggling moments that people take action on. They're everywhere. They are freaking everywhere in our lives and there's only certain contexts when all of a sudden we realize we have to do something about it.”Bob Moesta · 00:58:06
