Bobby MoestaInnovator, Entrepreneur, Professor and Advisor

What is the Struggling Moment? #sales #jobstobedone #bobmoesta

18 Jul 2023 · 1 min

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In this brief presentation, the speaker explains the concept of the "struggling moment" as the critical point when a customer, overwhelmed by existing tasks, finally becomes aware of a new solution. This moment creates mental space for the customer to ask questions and consider alternatives. The speaker ties this to the Jobs to Be Done (JTBD) framework, emphasizing that customers don’t buy products; they "hire" them to accomplish a specific job and make progress in their lives. The talk contrasts the status quo—where a product is already in use and invisible to the customer—with the moment a new idea appears, prompting the customer to evaluate what they need to do to achieve a better outcome.

Chapters

The struggling moment is the seed for elevation, and that's important because your customer has to struggle to find you. They can't see you because they've got all this other stuff they have to do until they struggle, which creates the space in the brain where they ask a question, and now they can finally see you. What do people struggle with, and how do I help them make progress? Jobs to be done is a very simple concept. It's the fact that people don't buy things, they hire them to to do a job in their life and make progress. Think of it this way, is this is the old way, the old product. At some point, if it's working and they're using it, they actually can't even see anything new. But the moment that they see the idea on the other side, it creates the equation of like, okay, what do I gotta do to get to the other side?