---
title: The Most Interesting Entrepreneur In The World, Bob Moesta
description: Bob Moesta snuck up on me. I didn't know who he was. His background and book seemed interesting so I booked him. Then he blew me away.
image: https://thesaleswhisperer.com/hubfs/Imported_Blog_Media/Bob-Moesta_sales_podcast_586.png
---
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Oct 21, 2022
# The Most Interesting Entrepreneur In The World, Bob Moesta
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
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---
***[\[ LISTEN NOW ON APPLE PODCASTS \]](https://itunes.apple.com/us/podcast/the-sales-whisperer-wes-schaeffer-hosts-the-sales-podcast/id655310847?mt=2)***
## [Entrepreneur Tips](https://thesaleswhisperer.com/daily) you'll learn today on [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)...
- Bob Moesta is a lifelong innovator and co-architect of the “Jobs to be Done” theory who has developed & launched over 3,500 products and sold everything from design services, software, houses, consumer electronics, and investment services as well as launching seven startups.
- He’s also an adjunct lecturer at Kellogg School at Northwestern University, and lectures on innovation at Harvard and MIT.
- In his new book, Demand-Side Sales 101, he details his success by flipping the lens on sales.
- Instead of reciting a product’s benefits and features and pressuring customers to close, Bob advocates for salespeople to be a steward for their customers and help people in their purchases to make progress in their lives, finding their “struggling moment” and the outcome they seek.
- Enjoy this conversation with Bob about how to be a more effective and innovative salesperson by really seeing what your customers see, hearing what they hear, and understanding what they mean.
[](https://thesaleswhisperer.com/hs/cta/wi/redirect?encryptedPayload=AVxigLLji9uK1A8%2B778CqaM%2BEGB25TewHHmBQOyLG3JULG6kDds%2Bte3TNRKMBAWSBCgk3SLm1pgiQB88qnSfFmuJryg4O2lpNaLzBJOyT8ONBvYWhyge1rdUjIK1YydiILefk6d2FvGtRozNW1PnwPjWC6G8hS7%2BMbOStVLDVC8fJ%2FPcgghoMsc9&webInteractiveContentId=184500196010&portalId=443614)
- Uses Scribe Media to break down his ideas to write his books, which he needs because he's dyslexic and cannot read due to several head injuries before he was seven
- Intern for W. Edwards Deming
- Great at math, but reading and writing remains difficult
- Has a small design firm
- Helps people innovate but sales is never taught
- His challenges have made him more empathetic and great salespeople have great empathy
- He learns through questions
- Listen to what and how they answer
- You need to understand the context
- He has been breaking things for 50 years, fixing them for 45 years
- People hire people to help them make progress, not to solve things
- "Why is today the day?"
- The prospect has all the energy to make the progress
- What is going on? Why now? What are the changes they're willing to make to bring about the results they seek?
- What makes you trust someone?
- Good questions
- Present valid options
- They admitted their limitations
- Trust is an effect, not a cause
- We're supposed to mistrust one another, but when you make them better they'll trust you
- Be responsive, but not too responsive, which makes you appear desperate
- People buy for a set of reasons, not just one
- Criminal and interrogation-type questioning
- Find the context
- Chris Voss, "[Never Split the Difference: Negotiating As If Your Life Depended On It](https://amzn.to/2WguGRl)"
- Set them up for a bad question...
- We're all in sales...teachers must sell their students on why to pay attention
- We must understand the demand side
- If you build it...they don't come
- A persona is just a soulless person
- Correlation is not causation
- He had "big trash day" in Detroit growing up
- He learned by doing and building
- His mom was a teacher and helped him learn how to learn
- Has great pattern recognition
- Learned through questions
- Without questions, you have no theory
- Think of the dominoes that have to fall for a customer to buy
- People don't buy because of a deal
- They'll pick you
- Two frameworks
- Push
- Pull
- Anxiety that holds them back
- Habit
- The timeline
- First thought, without it you can't even hear what they're saying. Questions create spaces in the brain for solutions to fall into
- Passive looking, learning about the problem and the solution language. People often search for problems, first.
- Active looking,
- Decide, more about tradeoffs vs. the deal, so give people three options
- First use,
- Ongoing use, when you solve one thing you create new problems so there are always struggling moments
- He looks at the last 10 sales to help his clients find the patterns
- Be genuinely curious
- The customer usually doesn't know what they want
- Have them unpack the language
- You have to help them make progress
- Ethics come into play
- Follow the patterns to find great prospects
- Great salespeople at new, small companies can be the most well-connected person in the company
- No sale is made that is random. Every purchase is caused.
- Active, passive, or deciding?
- "Why do people buy?" What happened in their lives and what were they hoping for?
- Technology-agnostic requirements of the customer
- What outcome are they seeking?
- Take the product out of the picture
- Patterns help you sell easier and faster
## Links Mentioned In [The Sales Podcast](https://www.thesaleswhisperer.com/podcast)
- Get his book, "Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress"
- Connect with him on [LinkedIn at Bob Moesta](https://www.linkedin.com/in/bobmoesta/)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## Related posts
[](https://thesaleswhisperer.com/blog/cold-reading-book-review)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [The Full Facts book of Cold Reading by Ian Rowland Review](https://thesaleswhisperer.com/blog/cold-reading-book-review)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Dec 15, 2020
Read their minds and take their money \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/cold-reading-book-review)
[](https://thesaleswhisperer.com/blog/butch-bellah-sales-training)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Butch Bellah: How To Hire Better Salespeople and Make More Sales](https://thesaleswhisperer.com/blog/butch-bellah-sales-training)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Oct 08, 2015
Sales Hiring Tips you'll learn in this episode of The Sales Podcast... How to hire great...
[Read more](https://thesaleswhisperer.com/blog/butch-bellah-sales-training)
[](https://thesaleswhisperer.com/blog/bob-moesta-learning-to-build)
[The Sales Podcast](https://thesaleswhisperer.com/blog/topic/the-sales-podcast)
## [Bob Moesta Helps Innovators and Entrepreneur With Learning To Build](https://thesaleswhisperer.com/blog/bob-moesta-learning-to-build)
 [Wes Schaeffer](https://thesaleswhisperer.com/blog/author/wes-schaeffer)
Jan 11, 2021
Innovate, Initiate, Dominate \[ LISTEN NOW ON APPLE PODCASTS \]
[Read more](https://thesaleswhisperer.com/blog/bob-moesta-learning-to-build)
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