Jobs to Be Done have always existed. Innovations have just gotten better and better in the way we can respond to them. So no matter how new or revolutionary your product idea may be, the circumstances of struggle already exist. Consequently, in order to hire your new solution, by definition customers must fire some current compensating behavior or suboptimal solution—including firing the solution of doing nothing at all. Wristwatches were fired in droves as soon as people began carrying mobile phones that not only told them the time, but could sync with calendars and provide alarms and
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Fire existing to hire new
