Clayton Christensen, Taddy Hall, Karen Dillon, and David Duncan's 2016 book presenting the Jobs to Be Done theory — arguing that customers 'hire' products to do specific jobs in their lives, and that understanding the job (not the customer demographic) is the key to innovation.
Creates the Jobs to Be Done framework — the insight that customers don't buy products, they hire products to do jobs (the famous 'milkshake' example: people hired morning milkshakes not because of demographics but because they needed something to do during a boring commute) reoriented product strategy toward functional, emotional, and social jobs.
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