Jobs Theory is an integration tool—a way to make sense of the complex amalgam of needs that are driving consumer choices in particular circumstances. It tells you which pieces of information are needed, how they relate to one another, and how they can be used to create solutions that perfectly nail the job. Jobs Theory is effective because it focuses you on the right complexity, breaking it down into elements you need to understand for successful innovation. It’s the difference between having a full, comprehensive narrative versus a few scattered frames of the movie, randomly selected as
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