Innovator · Author · Co-creator of Jobs to Be Done
One of the principal architects of the Jobs to Be Done theory, Bobby has helped launch over 3,500 products, services, and businesses—and spent 30+ years teaching the world how to innovate from the demand side.
About Bobby
Bobby Moesta is CEO and Co-Founder of The Re-Wired Group, a Detroit-based innovation consultancy. In the mid-1990s he worked alongside Harvard Business School Professor Clayton Christensen to develop and refine what became the Jobs to Be Done theory—one of the most influential frameworks in modern product development and innovation strategy.
An engineer, designer, and entrepreneur by training, Bobby's early education came directly from legendary innovators: Dr. W. Edwards Deming, Dr. Genichi Taguchi, and Dr. Willie Hobbs Moore. He has since worked across defense, automotive, software, financial services, and education, helping organizations of every size understand why customers truly make the decisions they do.
Bobby is a guest lecturer at Harvard Business School and MIT Sloan, an adjunct lecturer at Northwestern University's Kellogg School of Management, and a Fellow at the Clayton Christensen Institute. He holds degrees from Michigan State University, Harvard Business School, and Stanford University.
Think deeper, care more. It makes for bigger impacts.
— Bobby Moesta
Published Works
Co-authored with Ethan Bernstein and Michael B. Horn. Applying Jobs to Be Done to the way we think about our careers—revealing how to make deliberate moves that create real fulfillment and growth, at any stage of professional life.
Buy on Amazon →A practical guide to the mental models every innovator needs: empathetic perspective, uncovering demand, causal structures, prototyping, and managing trade-offs. Built from 30 years of coaching entrepreneurs.
Buy on Amazon →A paradigm shift for sales: understand the forces that drive customer decisions, and stop pushing product features. Help people make progress in their lives—and the sales will follow naturally.
Buy on Amazon →Core Expertise
Understanding the causal mechanisms behind why customers buy, switch, and stay—so you build what the market actually wants.
Shifting from supply-push to demand-pull strategy. Identifying struggling moments and unmet progress customers are trying to make.
More than 3,500 products and businesses launched across every major industry. Proven methods to reduce risk and increase adoption.
Reframing sales as helping customers make progress—building trust and creating lasting customer relationships instead of transactional wins.
Teaching at Harvard, MIT, and Kellogg. One-on-one coaching with founders and executives to sharpen their innovation instincts.
Embedding demand-side thinking across organizations—building teams that instinctively ask the right questions before building solutions.
Get in Touch
Whether you're looking to bring Bobby in as a speaker, explore consulting, or simply follow his work—reach out on LinkedIn or grab one of his books to get started.