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. A company couldn’t create a product or service to help me feel like a good dad without knowing the particular circumstances in which I’m trying to achieve that. The jobs I am hiring for are those that help me overcome the obstacles that get in the way of making progress toward the themes of my life—in specific circumstances. The full set of Jobs to Be Done as I go through life may roll up, collectively, into
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