The Challenges of Learning About Jobs to Be Done

One of the biggest things I've learned about jobs to be done, but before we interviewed Tony, is that there's so many versions of it out there. The landscape for this concept or these concepts is kind of a little bit infected. One camp kind of denies that the other ones exist almost, or they kind of try to push them away. So when you're reading it, I think it's challenging because you've got to work out which you wouldn't know are ones exist.