Jobs to Be Done

the Jobs Atlas—the overall look at the landscape that is a prerequisite to plotting routes to any specific solution and indeed may reveal destinations you have previously overlooked

Job drivers—the underlying context that makes certain jobs more or less important—will influence customers’ choices in how they satisfy a job

Breakthroughs come from reimagining problems, not from creating an incrementally better solution to a well-understood challenge

Companies can waste thousands of hours and risk undertaking bad projects because they miss the critical—and often underappreciated—step of laying out very clear and rigorously defined problem statements.