You can learn as much about a Job to Be Done from people who aren’t hiring any product or service as you can from those who are. We call this “nonconsumption,” when consumers can’t find any solution that actually satisfies their job and they opt to do nothing instead. Too often, companies consider only how they can grab shares away from competitors, but not where they can find unseen demand. They may not even see it at all because existing data isn’t going to tell them where to find it. But nonconsumption often represents the most fertile
