The Snickers Versus Milky Way Bar

Bob Greene: The job truly is unit of analysis. If you go to the buyer and ask him about the journey he's going on to buy a product, you're not learning about their job to be done. You're learning about the process of buying a product. And that could be useful as well because you can see the struggles that they have in making the purchase decision. So again, it's applying it for demand generation. It works for that. But at some point you actually have to create products that people want. Like Snickers versus Milky Way bar. That was an example that Bob shared and Bob shared in other settings too to help explain his perspective on jobs to bedone.