A different look at the quarter-inch hole
Sometimes the problem at hand drives the level of abstraction. In these instances, we need to look at Jobs-to-be-Done horizontally
Many of you have probably seen this quote from former Harvard Business School professor Theodore Levitt...
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!
While he stated this back in the 1960's, I still see many people today get stuck on what he was saying. Those who are new to Jobs-to-be-Done Theory (Jobs Theory) get stuck …