FedEx is now a household name, but breaking into the market might have seemed impossible decades ago. But through a job lens, it makes sense. When competitors successfully enter markets that seem closed and commoditized, they do it by aligning with an important job that none of the established players has prioritized. Pixar gave theatergoers a reason to care about the studio producing a film. The Apple brand assures people that the technology will be easy to use and elegantly designed. American Girl enables mothers and daughters to connect and create shared experiences in ways that defy
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