minidocumentary we discussed in chapter 2? You’re trying to capture the story of customers in their moments of struggle or desire for progress. A jobs lens changes what you see: the priorities and tradeoffs that customers are willing to make may look completely different, the competitive landscape shifts to a surprising cast of characters, and opportunity for growth appears where none might have seemed possible. Jobs are all around us, but it helps to know where to look and how to interpret what you find. You have to have a job-hunting strategy. We offer here five ways to uncover jobs that
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