So many innovations that are launched with great hope and fanfare flop because they have focused on improving the product on dimensions that are irrelevant to the consumer’s actual Job to Be Done, with enormous resources wasted in the process. This is because improvements on such dimensions do not cause a customer to pull that product into his life. A product that has been designed specifically to fulfill a well-understood Job to Be Done allows you to crawl into the skin of your customer and see the world through her eyes. It says to the customer, “We get you.”
