What Are the Jobs to Be Done?

When you think about jobs to be done, it's kind of going below that sort of superficial answer and really understanding why people are doing what they're doing. A great example is I think it's on Clayton Christiansons website where they talk about the the milkshakes for breakfast. And so then you start thinking about the whole problem in a very different way. Well, maybe it's not about a better milkshake. Maybe it's about different types of breakfast products and so on.