As legendary Harvard Business School professor Theodore Levitt said, "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!" Many organisations focus on creating products for narrow demographic segments rather than satisfying needs when customers want to "hire" a product to do a job. We are joined by Bob Moesta, Master Innovator, Maker and Entrepreneur; Expert Investigator of Consumers’ Motivations and Decision-Making Processes; Co-Creator of the “Jobs-To-Be-Done” Theory; President of The ReWired Group.  Clayton Christensen mentored Bob Moesta, and they became fast friends. Bob was one of the principal architects of the Jobs To Be Done theory. He expands on the theory and shares his respect for his friend Clay. Find Bob here: https://therewiredgroup.com