Businesses should focus on understanding the specific job that customers are hiring their products to do, rather than only improving product features. The 'Jobs to Be Done' framework illustrates this by revealing that customers may purchase a product, like a milkshake, for various reasons, such as convenience during a commute or as a treat for children. By identifying these underlying customer needs, companies can better tailor their marketing strategies and product offerings to align with those needs, leading to increased sales and customer satisfaction.

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