What Isn’t a Job? A well-defined job offers a kind of innovation blueprint. This is very different from the traditional marketing concept of “needs” because it entails a much higher degree of specificity about what you’re solving for. Needs are ever present and that makes them necessarily more generic. “I need to eat” is a statement that is almost always true. “I need to feel healthy.” “I need to save for retirement.” Those needs are important to consumers, but their generality provides only the vaguest of direction to innovators as to how to satisfy them. Needs are analogous to
...more
