Rob Punselie, Principal at Content Kings, brings over 25 years of experience in content discovery and customer experience strategies. He dives deep into the 'Jobs to Be Done' framework, emphasizing its importance for creating effective content. Rob discusses how a customer-centric approach can enhance decision-making, particularly in medical contexts. He also critiques traditional customer journey mapping and advocates for understanding user needs beyond sales, revealing that aligning content strategy with genuine user problems leads to more ethical and impactful outcomes.