When a company understands the jobs that arise in people’s lives, and then develops products and the accompanying experiences required in purchasing and using the product to do the job perfectly, it causes customers to instinctively “pull” the product into their lives whenever the job arises. But when a company simply makes a product that other companies also can make—and is a product that can do lots of jobs but none of them well—it will find that customers are rarely loyal to one product versus another.
