Getting the innovation job done

The central thesis of this paper: customers select products primarily for the outcomes those products enable them to achieve. We do not buy products so much as we hire them to do jobs for us. If marketers and engineers can understand how and why customers hire products and services to do various jobs that need to get done in their lives, they can segment markets more meaningfully, find exciting opportunities to differentiate, develop much more commanding brands, and create exciting new growth markets.