The Big Idea Jobs Theory is not just another framework or marketing approach, but a powerful lens that has driven breakthrough innovation and transformational growth in some of the world’s most successful organizations—in wildly diverse arenas. Jobs Theory transforms how you define the business you’re in, the size and shape of the market in which you compete, and who your competitors are. This enables you to see customers where there were none, ideas for solutions where there were only problems, and opportunity where you least expect it. Here’s how.
