The Re-Wired Group

What motivates a customer to buy your product? To answer this, you need to tap into the three different categories of motivation: functional, emotional, and social. Think of it as the energy or fuel to make the buying process happen.? Functional motivation: How cumbersome is the purchasing process for the buyer—time, effort, and speed?? Emotional motivation: What positive, or negative, internal thoughts are driving my purchase—fears, frustrations and desires? Social motivations: How do other people perceive, respect, trust, or acknowledge me? Bob Moesta Greg Engle Katherine Thompson Matthew Sheppard

People buy a drill to make a hole, right? We keep trying to sell people the drill, when the reality is, we should be helping them figure out how to drill the hole. In marketing and sales, there’s the push to add a bunch of features and benefits that don’t bring any value. We get so myopic on the little things that we don’t realize the bigger purpose of what people are trying to do. We should be asking why, and not just once but several times. We need to get to the root of the progress people are trying to make. “I need a drill, because I want a hole.” “I need a hole, because I want a plug.” “I need a plug, because I want a lamp.” “Why do you want a lamp?” “Because it’s hard to see, and I want to read better.” Like what you're reading? Check out this week's article over on the Re-Wired Group website: https://lnkd.in/eGVdrTrH And check out Demand-Side Sales 101 from Bob Moesta and Greg Engle https://lnkd.in/eQzjhmWk

"Just because something is free doesn’t mean people will use it." A case study looking at how to use Jobs to drive engagement within a B2B2C business model. Delta Dental of Arkansas is the nation’s leading provider of dental insurance, serving millions across the country. In Arkansas alone, they cover over 800,000 members. Last year they realized something: of the 800,000 people they cover in Arkansas, 40-50% hadn’t been to the dentist in over a year. While they couldn’t confirm that these members never visited a dentist, the absence of claims led them to assume they hadn’t. As Arkansas’ primary dental insurance carrier, they wanted to understand what was driving this disengagement. We spoke with with Dave Hawsey, VP Marketing, to discuss how he worked with Re-Wired to identify customer struggling moments by supplementing traditional research to get to the "why" behind a change in behavior. Learn more here: https://lnkd.in/ePR9fnuP Bob Moesta Greg Engle Katherine Thompson Matthew Sheppard

Bob Moesta is back on Lenny Rachitsky's podcast, and this time he's talking about using Jobs to be Done for your career. The two talk about the book, which is a practical playbook for career development, and cover topics such as: - The four different "quests" that drive career changes - Why job features (salary, title) matter less than experiences - How to identify what gives you energy vs. drains you - A template for crafting your career story - Tips for hiring and retaining great talent - The importance of prototyping potential careers Where to find the podcast: YouTube: https://lnkd.in/g2WGz33n Spotify: https://lnkd.in/g5bQQFVm Apple: https://lnkd.in/epXTJ_PM

"Before we were just going with the flow, growth was stalling. But now we are alive and growing fast. Today we are the fastest growing SaaS company in India. And in the last six months, we’ve added $25 million in revenue. Bob and the team taught us how to understand our own customers. They taught us that for life." Read the case study with invideo here: https://lnkd.in/e2B88j-7

Bob Moesta is back at Business of Software, Europe. Want to spend 2 days with other smart people in a supportive community of SaaS & software entrepreneurs? Continue to build great products and companies with the BoS community. More details here: https://lnkd.in/e5rtGdW Bob Moesta Mark Littlewood Jann Marie Urgel

“We’re pivoting!” Bob Moesta's worked with thousands of startups who after they achieve ‘product market fit’ they realize they need to pivot. And quickly. He suggests that's because many people build the product and bring people to the product. Rather than building the product and bringing?it?to the people. The big mistake nearly all of them? You’re misguided by the size of the market – usually driven by TAM. Read more on what Bob has to say about the matter here: https://lnkd.in/eVC3kVKb

?? New Skydeck Episode: How to Judge Your Next Job ?? In this episode, HBS alumni Michael Horn (MBA 2006) and Associate Professor Ethan Bernstein, alongside Bob Moesta, dive into their new book, Job Moves: 9 Steps for Making Progress in Your Career. They apply Clay Christensen’s Jobs to Be Done theory to help you navigate your next career move with confidence. ?? Key takeaway: It’s not about chasing the “perfect” job—it’s about knowing your career quest. Whether you're looking to get out, level up, regain control, or realign, understanding your journey helps you make smarter choices. ?? Prototyping your ideal role and tapping into your weak ties (hello, LinkedIn!) can unlock new opportunities. Don’t rush—be strategic and create a career that truly fits YOU! Check out the full interview here: https://bit.ly/40YSxqF #CareerMoves #JobSearch #JobAdvice #ProfessionalGrowth #Skydeck

"If you're in B2B, you need to satisfy both the consumer and the customer. There's no place for focusing on just one; the business won't work." That's Katherine Thompson - one of the principals here at The Re-Wired Group. Like what you're hearing? Listen to Bob and Greg talk about it on the podcast: https://lnkd.in/duhDyuzd

"We were working on a bunch of features, but then I asked myself how do we tie all this together?" That's the awesome Kyle, who was VP design at Hudl and played an instrumental part of their growth. Read his story on how he and his team worked with the Re-Wired team to use Jobs to identify a lucrative customer segment. Results included: - Average contract values?with colleges and schools?increased by 5x - After applying JTBD,?Hudl grew almost 5x?by focusing on the demand-side - New product development orientated around struggling moments, reducing feature sprawl Bob Moesta Katherine Thompson Greg Engle Matthew Sheppard Lucy Heskins (Oh Blimey) Read the story here: https://lnkd.in/ejm-CRH9