🎧 Talk | Business of Software Conference | 2012
This video was the moment JTBD seriously clicked for me.
I’d read about it before, but this talk finally made it feel real, practical and powerful.
Moesta and Spiek don’t just throw frameworks at you — they show you how to listen differently. They model the kinds of follow-up questions that dig past surface answers and get to the real motivations behind behaviour.
Understanding that as a researcher we are uncovering the drivers and preventers, unfolded as a story format was the first time I got super excited about my profession.
Their method completely shifted how I approach interviews. I now look for stories — not opinions. I want to know what happened the day before they bought the product, what made them hesitate, and what job they were “hiring” the product to do.
This talk is a masterclass in digging for real insight. I cannot recommend it enough.
✅ Yes, if…
⛔ Maybe not, if…