Bobby MoestaInnovator, Entrepreneur, Professor and Advisor

Jobs To Be Done - Timeline #sales #jobstobedone #jtbd #demandsidesales

12 Feb 2024 · 1 min

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In this segment, Bobby Moesta outlines a six‑step framework that describes how people make purchasing decisions, rooted in Jobs‑to‑Be‑Done (JTBD) and demand‑side sales thinking. The process begins with the "first thought," where a person creates mental space and recognizes a struggling moment that signals a need. Next is "passive looking," a phase of learning and noticing new information they previously ignored. The third stage, "active looking," is likened to a child in a candy store, where the buyer explores many possibilities and entertains various ideas. The fourth step involves making trade‑offs, deciding what they are willing to sacrifice to obtain a solution. The fifth stage is the actual purchase and first use of the product. Finally, the buyer evaluates metrics for progress and works to embed the new behavior into a habit. The framework is presented as a practical lens for salespeople to understand and influence the buyer’s journey.

Chapters

And so we've broken that down into basically a 6-step process of how people buy. First thought is really about making space in the brain. It's about actually understanding kind of what are the causes, what are the things that are going on, what's the struggling moment. Phase 2, passive looking, is really about where they're learning. And they go through life, there's things that happen where they now notice where they didn't notice before. Active looking is more like, I call it a kid in a candy store. It's about finding all the possibilities. Ooh, could we do this? Or what does it have this? And how about this and how about that? And so stage 4 is about actually making trade-offs. What are they willing to give up in order to get something? And then ultimately, they buy it and they have their first use. What are their metrics for progress? How do we build it into a habit?