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B

Bob Moesta

Co-founder and CEO

The Rewired Group

🎯 Product Strategy (1)🔍 User Research (1)📈 Growth & Metrics (1)

Methodologies(3)

🎯 Product Strategy

A behavioral model that defines the opposing forces influencing a customer's decision to switch from an old solution (A) to a new one (B). It posits that behavior change is not random but the result of specific causal energies.

Core Principles

  • 1.F1 (Push): The struggling moment or context in the current situation that prompts a desire for change.
  • 2.F2 (Pull): The attraction to the new solution and the vision of a better outcome.
  • 3.F3 (Anxiety): The fear of the new solution and uncertainty about whether it will work.
  • +2 more...

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

#forces#progress#strategy
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🔍 User Research

A specific interviewing technique designed to reconstruct the customer's timeline and uncover the causal mechanisms behind a purchase, resembling a criminal investigation or therapy session rather than a standard survey.

Core Principles

  • 1.Interview only people who have already made the progress (purchased/switched).
  • 2.Do not use a discussion guide; follow the story and the energy.
  • 3.Penetrate the 'Pablum' and 'Fantasy/Nightmare' layers to get to the 'Reality' layer.
  • +2 more...

"It's criminal and intelligence interrogation that feels like therapy because most people don't actually know why they bought."

#causal#interview#protocol
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📈 Growth & Metrics

A chronological model of the buying process from the customer's perspective, dividing the journey into distinct psychological phases that require different support, distinct from a company's sales funnel.

Core Principles

  • 1.The buying process is not linear or random; it follows distinct phases of maturity.
  • 2.Phases: First Thought, Passive Looking (Problem Aware), Active Looking (Solution Aware), Deciding (Trade-offs), First Use, Ongoing Use.
  • 3.Sales interaction must match the customer's current phase (e.g., education vs. comparison).
  • +1 more...

"Instead of trying to base the sales process on how we want to sell, we need to actually design the sales process on how they want to buy."

#demand-side#buying#timeline
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