Bob Moesta

Snickers competes with protein shakes and sandwiches. Milky Way competes with wine, brownies, and a run. Your real competitive set comes from the customer's context — not your product category.

I raised the price of a condo, added two years of storage and moving services, and increased sales by 30%. The product wasn't the problem — friction in leaving the old situation was.

The biggest mistake with Jobs to Be Done: people sit in a conference room and hypothesize what the jobs are. I guarantee you're 100% wrong. You have to go talk to real people.

Most products fail because they made a trade-off the customer didn't agree with. It's not about features. It's about whether your trade-offs match your customer's trade-offs.

Four forces drive every purchase decision: push (context forcing change) and pull (new outcome desired) must outweigh anxiety (fear of new) and habit (attachment to old). More features often increase anxiety, not pull.

The buying journey has 6 phases: first thought, passive looking, active looking, deciding, first use, ongoing use. Most sales processes are designed around how you want to sell — not where the buyer actually is.