Understand why your customers hire

We’ll help you find (and fix) customer blind spots and achieve cross-team alignment so you can carve out a clearer path to growth and innovation.

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Trusted by the best of the best.

Southern New Hampshire University

This new lens has changed our perspective on expansion opportunities.

It also helped us to decrease churn: retention hit – and continues to be in – the high 90s as a result of this strategy.

Kyle Murphy, VP Product, Hudl
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Tired of looking through the wrong side of the binoculars?

Whether you’re trying to launch a new product, optimize an existing solution, or unlock consistent and scalable growth—you know something’s missing, and you can’t figure out what.

And as a result,

  • Your launches are barely registering with your target audience. 
  • Your product is so overdesigned that it’s barely useable.
  • Your growth and retention rates are all over the place. 

On top of this, you can’t get your internal teams on the same page. You may have the same goals but can’t define a consistent vision, process, or language.

Sound familiar? Let us help you see clearly.

We help you look at your problems in a new way so you can finally develop a plan that fits for your company and your customers that your whole organization can get behind.

How we can help you.

Think of us like an ‘innovation incubator’—helping you completely transform your mindset and approach, nurture and develop ideas, and prepare them to launch.


Consumer Behavior Consulting

Start creating more successful, customer-centric products and experiences using our proven Jobs-To-Be-Done (JTBD) methodology.


Cross-Functional  Alignment

Develop consistent processes, a shared language, and a vision for growth that your entire organization can support and understand.


Product Development Consultants

Gain the skills and tools to diagnose and address customer experience gaps and execute product development and innovation projects with confidence.

the hidden
value of your
and get results like…

500% growth in 18 months and 3x revenue for intercom. 1000% revenue growth and 100000 student enrolments for SNHU. 2x faster lead-to-customer conversion time and 2x more leads for autobooks.

Latest news


Solving the prioritization puzzle: Hudl case study

From blank sheet to $25 million in revenue

Sign up to learn the skills of innovators

With clarity comes focus.

When you know exactly who your best-fit customers are, have the right words to communicate how you help them, and the right tools to do the job—you can finally break out of the messy middle and build better products and experiences. 

Our services are tailored to suit you. They range from partnering with you to unravel your complex business challenges via JTBD projects, providing personalized coaching, and running engaging JTBD workshops your teams will never forget.

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Our team.

Bob Moesta
Bob Moesta

CEO Founder

Greg Engle
Greg Engle

Founding Partner

Katherine Thompson
Katherine Thompson


Matt Sheppard
Matt Sheppard


Interested in working together?

To find out how we can help, tell us what progress you want to make so we can better understand your goals and see if we’re a fit.

Help me fix my prioritization puzzle. Iteration on the same feature over and over. Connect products better to customers. Not just the how but the why.