We’ve identified above five different fertile areas to mine for jobs.2 But to do it properly, once you’ve found a promising vein, you have to look all around it to understand the context of a job before you can innovate to solve it. If you are to create products and services that customers want to pull into their lives, you have to drill deep and look wide, identifying not only the functional, but also the social and emotional dimensions of the progress your customers are trying to make. Even the most experienced innovators can miss rich opportunities that are buried in the context of
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