Because of the inherent complexity of jobs, insights from observing customers in their moments of struggle do not easily break down into bits of data that can be fed into spreadsheets to be analyzed. In practice, seeing a job clearly and fully characterizing it can be tricky. Jobs insights are fragile—they’re more like stories than statistics. When we deconstruct coherent customer episodes into binary bits, such as “male/female,” “large company/small company,” “new customer/existing customer,” we destroy meaning in the process. Jobs Theory doesn’t care whether a customer is between the ages of
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