The Struggling Moment
Inspired by Bob Moesta episode
Bob Moesta: people don't want products, they want progress. Kids don't want bedtime routines - they want to feel safe and cozy first.
Bob Moesta's Jobs to Be Done theory starts with the struggling moment. Nobody wakes up wanting a drill. They want a hole to hang a picture so their mother-in-law stops commenting on the blank walls.
It's 7pm. You announce bath time. Your three-year-old acts like you've announced their execution. Screaming. Hiding behind the couch. You're carrying them horizontally like a surfboard while they do the full-body plank. You're both yelling and you haven't even turned the water on.
Most parents double down. "You WILL take this bath!" Louder, firmer, more consequences. But what if you just... watched? Weekend baths when you're relaxed? Fine. Weeknights when you're rushed? Meltdown city.
The struggle isn't the bath. It's that bath means bedtime means you leave means they're alone. They don't need bubbles. They need five minutes of you on the bathroom floor doing a voice for the rubber duck.
Find the struggling moment. The bath becomes easy.
