The interview with Bob Moesta discusses how start-ups can apply Jobs To Be Done thinking, a concept that focuses on understanding the struggles and motivations of customers. Bob emphasizes the importance of identifying the "struggling moments" when customers are taking time to express their dissatisfaction, and using this information to design products that meet their needs. He also stresses the need to test for value rather than just features, and to focus on real consumption patterns rather than hypothetical ones. Additionally, Bob highlights the importance of beta testing in a way that tests for value, rather than just satisfaction, and discusses how start-ups can tap into non-consumption moments, such as reminders or notifications, to create new opportunities. The conversation also touches on the challenges of concept testing and the need for one-on-one sessions in the context of when customers are choosing.