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5by5 | The Critical Path #19: The hiring and firing of milkshakes and candy bars

In this episode I talk with Bob Moesta, a pioneer of Job To be Done research. We go over the theory and process of understanding what products are really hired to do and ask why this understanding is so hard to come by.

In a discussion rich with examples from multiple industries Bob illustrates how marketing, design and engineering are all dancing around the question of how product should be developed.

Could the universally accepted compartmentalization of corporate functions be a root cause of product failure?

via 5by5 | The Critical Path #19: The hiring and firing of milkshakes and candy bars.

You can follow up with Bob here: The Re-wired group.