Bob is on a lifelong quest to discover what “value” is for a customer. And Bob breaks it down in a way that is almost universal in its formula: “Value is a combination of the context I'm in, the place that I'm starting in, and the place I want to go. And the trade-offs I'm willing to make in order to get there. They'll ultimately, it's that set of equation of variables that I'm trying to actually help understand.” And this is the Jobs To Be Done framework that Bob helped create, answering the most important question that we all seek to answer as marketers: “Why do people buy the products that they do?” If you can crack that code, you’ve made marketing a whole lot easier. Understand questions like: • What are their current struggles? • What does progress look like? • How do we help customers bridge the gap between the two? Nobody buys anything randomly. There are reasons driving every purchase decision. Bob’s frameworks and questions help peel back the layers to better understand what those causes are. This impacts product positioning, ad campaigns, marketing strategy, and ultimately the trajectory of business success. Bob is the President & CEO of The Re-Wired Group and serves as a Fellow at the Clayton Christensen Institute. As a visual thinker, teacher, and creator, Moesta has worked on and helped launch more than 3,500 new products, services, and businesses across nearly every industry.