The Importance of Understanding Your Customer's Needs

I definitely see a lot of that where companies have a really solid value prop, but it might be something like, we'll convert your files from one type to another. And yet they're trying to monetize like as if it's a recurring need of mine. Whereas I think they could actually capture a greater value upfront if they understood that this is a spiky need and not a recurring one. So ultimately, jobs is about trying to get the right altitude to see your customer and understand the different lines of value that they're seeking.