With all theory building, you have to be open to finding things that the theory can’t explain—anomalies—and use them as an opportunity to strengthen it. We know, for example, that Jobs Theory is not useful if there is no real struggle for a consumer or the existing solutions are good enough. It’s not useful when the decision to be made relies almost entirely on a mathematical analysis, such as commodities trading. Cost or efficiency is not a core element of a job. In those circumstances, there is not a complex bundle of social, emotional, and functional needs in search of progress. There are
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