A clear view of customers’ jobs means an organization should never overshoot what those customers are actually willing to pay for. On the contrary, we believe that when customers find the right product to respond to their Job to Be Done, they’re often willing to pay more—something we’ll demonstrate throughout this book. Intuit’s $4 billion in revenue and $25 billion in market cap makes clear that Cook and his team understand that. “All that we do is focus on solving the customers’ struggle,” Cook says. “That’s all we do and the only thing we do.” “We Get You”
