Harvard Business School professor Clayton Christensen named and championed the model of jobs to be done, which asks you to figure out the real job that your product does, which can be different than what you might initially think. An oft-cited example by Christensen is a power drill: “Customers want to ‘hire’ a product to do a job, or, as legendary Harvard Business School marketing professor Theodore Levitt put it, ‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!’”
