Three Bob-isms

This is from The Circuit Breaker reset email. It’s my tribute to Jobs theory using the podcast by Bob Moesta and Greg Engle as a base. When their podcast is on, the newsletter will recap, summarize, and provide additional links. When their podcast is off, like now, it will keep the good times rollin’.

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The Secret Language Of “Bob-isms” introduced three Moesta mantras. These are BIG ideas with later explanations. 

Your product is the mustard, not the sandwich. Bob met with members of TransUnion who were proud of their product: credit scores. No, no, no begged Bob. People do not care about their credit scores. They care about buying a home or a car – for that, they need a credit score. After this Moesta meeting, TransUnion teamed up with businesses that helped customers make those purchases. 

Context creates value. Baby carrots were created to help with cooking but when the product was tested, consumers wanted them for snacking. That context: I’m at home and want something healthy, easy, and tasty to eat or serve created a category and most carrots sold today are baby carrots. The End of Average discusses this idea further.

Contrast creates meaning. Consumers are okay-ish at communicating importance. Asking “What do you want” isn’t helpful. Instead, Bob and Greg use contrast and bracketing. Is this for you or you and the family? Did you drive or fly to the hotel? So this was too expensive/cheap or long/fast or sweet/salty? When people eliminate options they share what’s important. 

Homework: Continue to do Jobs thinking. Reply to this email or share in the comments with the slightest idea.

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