On the other end of the spectrum from needs are what I’ll call the guiding principles of my life—overarching themes in my life that are ever present, just as needs are. I want to be a good husband, I want to be a valued member of my church, I want to inspire my students, and so on. These are critically important guiding principles to the choices I make in my life, but they’re not my Jobs to Be Done. Helping me feel like a good dad is not a Job to Be Done. It’s important to me, but it’s not going to trigger me to pull one product over another into my life. The concept is too abstract.
