A serious customer-centric view of the landscape will tell you what routes contain latent opportunities for you to exploit. […] Importantly, a true customer-centric approach will pinpoint the ways in which a new solution has to excel over existing offerings and lead you down the right paths to making money. […] Ultimately, people are just trying to get things done in their lives, whether they are making a purchase for their own use, collaborating in a business-to-business transaction, or consuming a government service. They can employ a wide range of solutions to get these jobs done, so concentrating attention on solutions used—as marketers typically do—is incorrect. It is the jobs that really matter. Once you understand what jobs people are striving to do, it becomes easier to predict what products or services they will take up and which will fall flat. […] identifying the range of jobs that current or future customers are trying to satisfy is central to any innovation strategy; it guards against pursuing phantom opportunities and grounds the innovation in smart data. The Jobs to be Done framework succeeds because it focuses innovators on the right questions rather than having them jump directly to devising solutions.”

Stephen Wunker – Jobs to Be Done