Intuit cofounder Scott Cook was an early adopter of Jobs Theory—and his work has helped define and shape the theory. Within Intuit he refers to the “improvement in the customer’s life that matters most to him in selecting the product.” But we agree that we’re talking about the same thing: the progress a customer seeks in particular circumstances. He and I eventually went on to coauthor the first article to preview the Theory of Jobs to Be Done in Harvard Business Review2 (along with one of the coauthors of this book, Taddy Hall). This theory helped Intuit launch the wildly successful
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