Bobby Moesta is the Founder, President & CEO of The Re-Wired Group and a Partner at The Majesty Fund. He is recognized for co-developing the Jobs-To-Be-Done (JTBD) theory with Clayton Christensen in the mid-1990s. This theory posits that people do not buy products but rather 'hire solutions' to resolve systemic struggles in their lives, providing a causal link between customer struggle, context, and market behavior.