---
title: Bob Moesta Helps Innovators and Entrepreneur With Learning To Build
description: Bob Moesta returns to discuss his new book, Learning To Build, The 5 Bedrock Skills of Innovators and Entrepreneurs on The Sales Podcast.
image: https://thesaleswhisperer.com/hubfs/Imported_Blog_Media/The%20Most%20Interesting%20Entrepreneur%20In%20The%20World%2c%20Bob%20Moesta.jpg
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Jan 11, 2021
# Bob Moesta Helps Innovators and Entrepreneur With Learning To Build
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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## Innovate, Initiate, Dominate
***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***
## [Professional Sales Tips](https://thesaleswhisperer.com/) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- Meet them where they are
- We don't have to educate them
- Our features and benefits don't excite them
- How does the benefit help you?
- "Why now?"
- How many are struggling with the issue you solve?
---
Related episodes and posts
- [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- [Mark Victor Hansen](https://thesaleswhisperer.com/blog/mark-victor-hansen)
---
- Tell them what has to happen for them to be ready for you.
- Stop trying to sell everyone
- Context has as much value as your product
- 40 years of building businesses there are only five features people need and they want a discount for the features they don't need
- When you overload/over-engineer the product they want a discount
- His four core mentors
- Bob can't read or write due to several head injuries
- His injuries are the greatest gift he ever got that he would never wish upon his children
- He can see patterns
- Learns through observation and conversation
- Not afraid of being wrong
- People mess up by not talking until they know
- Go build to learn
- Life is full of tradeoffs
- The great know what not to do
- Build a kick-ass half instead of a half-ass whole
- People lie
- We lie to ourselves
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLFhzmoOOa%2FwjcfKRnsS%2Bre8%2BpNh%2BnU552XWXhtNvEy79Lq3t%2FknzApPk8VcqZVm315zYtZ9yxxDVSf6rfzneDtj%2FA6WX8XirPaWgpJlPahZPx9uIylckncdIFfXk4HwW1uHr7fXI9NfmNj4YDqiJ%2Btzk83oLP6IUfNOqtkmj7PYOpYeW29&webInteractiveContentId=178194433547&portalId=443614)
- Where's a void?
- People don't know what they want or what's possible
- Learn to uncover demand
- The greatest lie in the world is if you build it they will come
- Stop looking at your customers through your product
- It's how they say it that matters
- AI will not replace real sales.
> AI will not replace real sales."
- Don't avoid the negative aspects of your offering
- Let them know it'll be work
- Underpromise and over deliver
- What's the prize to them?
- Basic...what they expect
- Performance...the things like gas mileage
- They don't expect but struggle with...heated seats, remote start
- It always evolves down from exciting to performance to basic
- "What could you do with a faster horse?"
- Why feature creep happens...
- Engineers design something cool and customers say it's cool...but they never use it
- Study the consumer, not the product
- The salespeople make excuses and accept excuses from lying prospects who just want to get off the phone. Price is the easiest way to shut up salespeople.
[](https://thesaleswhisperer.com/blog/bob-moesta)
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLIPwlB4RLYiV6PRF%2FBIoQ6byG5llp2090sJppPhKcHZSPwQhEqweHQvoJTZe2fO0f7eX25%2FXvBl6YL8T6SaMBfTDSu%2FccWD%2FP55rfYscdkr1l9QXZULpqEOoyIIj25kyf5bT7DRLeKf5NcAvrpHR3qUUDA3o%2BkaU%2BGfdJCFvh0jxtmnzmli&webInteractiveContentId=184500196010&portalId=443614)
- You need to understand the progress people are trying to make
- Technology agnostic requirements of the customer
- Causal structures, "If you can't describe what you're doing as a process, you don't know what you're doing." ~ J. Edward Deming
- Slow down and document your steps
- They only live processes...they need to see it
- You need to see to work on it
- Empathetic perspective: see around corners...remove your bias
- Uncovering demand vs.
- Causal structures: be curious and make them better
- Prototyping to learn vs. to verify: contrast creates meaning so understand the competition
- Help people learn how they want to buy
- Teachers don't teach the way people like to learn
- "Where are you on your buying timeline?"
- Identifying and managing tradeoffs: knowing what you don't have to do
- Southwest sucks at snacks and food
- Southwest competes with driving
- We all possess these skills
- Salespeople are afraid of what to say
- Painted his whole life
- Over 900 paintings
- Know your time...don't wait...when things age beauty emerges
- How does a dyslexic person write a book?
- Scribe Media helped him write his book and interviews him in 10, 2-hour sessions
- Takes about 4.5 months to create
- If he has never seen it before, he can't read it
- He has to hear it first
- Born premature
- He likes to grind and help people
- All of his hard work helps him help people
> If you can't describe what you're doing as a process, you don't know what you're doing." ~ J. Edward Deming
## [Sales Growth Tools](https://thesaleswhisperer.com/inner-circle) Mentioned In The Sales Podcast
- [Use These Tools To Grow](https://thesaleswhisperer.com/best-crms)
- [The Sales Agenda](https://thesaleswhisperer.com/joy-stress): take control of every sales opportunity like a pro.
**GUEST INFO:**
- [Guest Site](https://www.bobmoesta.com): https://www.bobmoesta.com
- [Guest Twitter](https://twitter.com/bmoesta): https://twitter.com/bmoesta
- [Guest Books](https://www.bobmoesta.com/publications): https://www.bobmoesta.com/publications
- [Guest LinkedIn](https://www.linkedin.com/in/bobmoesta/): https://www.linkedin.com/in/bobmoesta/
**PODCAST INFO:**
- Podcast website: [https://open.spotify.com/show/50j6rJ83PSXvNpLEa8pCnd?si=fa035874b8a14d1e](https://thesaleswhisperer.com/podcast)
- Apple Podcasts: [https://apple.co/3PeYzKL](https://apple.co/3PeYzKL)
- Spotify: [https://spoti.fi/2nEwCF8](https://open.spotify.com/show/3rOqeGLXnniKOcCj5ZyftX)
- [YouTube Full Episodes](https://www.youtube.com/saleswhisperer)
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- Twitter: [https://x.com/fixerwes](https://x.com/fixerwes)
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[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/ed-latimore)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Ed Latimore Knocks Out Your Objections](https://thesaleswhisperer.com/blog/ed-latimore)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Feb 21, 2025
Ed Latimore pulls no punches \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/ed-latimore)
[](https://thesaleswhisperer.com/blog/andrea-waltz-2)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [You Still Need to Go For No, says Andrea Waltz](https://thesaleswhisperer.com/blog/andrea-waltz-2)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Sep 27, 2022
Podcast Template \[ LISTEN NOW ON APPLE PODCASTS \] The Sales Podcast</a>.mp4" allow="autoplay;...
[Read more](https://thesaleswhisperer.com/blog/andrea-waltz-2)
[](https://thesaleswhisperer.com/blog/bryan-eisenberg)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [The Legacy of 'The Rice and Beans Millionaire,' Bryan Eisenberg](https://thesaleswhisperer.com/blog/bryan-eisenberg)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Dec 28, 2022
Create the legacy you want to leave for your children \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/bryan-eisenberg)
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