How to find work you love | Bob Moesta (Jobs-to-be-Done co-creator, author of "Job Moves")

When you hear somebody's story and it seems irrational, nine times out of 10, it's because you don't have the rest of the story. The context makes the irrational rational.

F1-F4 refers to Moesta's four forces framework: F1 (push), F2 (pull), F3 (anxiety of new), F4 (habit of present).

If F1 and F2 are not greater than F3 and F4, they're not going to move, they're not going to do anything.

Value is not just the outcome. Value also has where you start.

A kick-ass half is better than a half-ass whole.

Don't have a discussion guide. It drives people crazy because everybody wants to ask the same set of questions, but when you ask the same set of questions, you actually don't follow the ones that actually have the most meaningful information.

What will people stop using when your product comes out? And that's who you want to go interview.

Bitchin' ain't switchin'. Just because people bitch about something doesn't mean they're going to do anything about it.

Choose what to suck at and figure out the trade-offs that you need to make and make sure that your trade-offs map the trade-offs of the customer.

Most products that fail is because they made a trade-off that the customer didn't agree with.

If you follow your best users, they'll take you up to this world that then actually destroys the lower end of the world of why people are there.

In Moesta's framework, "frictional coefficient" refers to barriers (F3 and F4 forces) that prevent customers from switching to new products or services.

I raised the price of the condo, included moving in two years of storage as part of the deal with the condo because it's the frictional coefficient and I increased sales over 30%.

There are really no new jobs, it's just the fact is we get better at them.

People hire products, they don't buy them, they hire them to make progress in their life.

A struggling moment causes demand. Supply and demand are not as connected as everybody thinks.

It's not just about pain and gain, it's about context and outcomes.

"Frictional coefficient" refers to Moesta's term for friction forces (F3 and F4) in his four forces framework that prevent customers from switching to new products.

I raised the price of the condo, included moving in two years of storage as part of the deal with the condo because it's the frictional coefficient and I increased sales over 30%.

When you hear somebody's story and it seems irrational, nine times out of 10, it's because you don't have the rest of the story. The context makes the irrational rational.