Agreed. And JTBD is a theory built upon research and there are methods for studying consumer’s Jobs…
Alan Klement
1

You’re preaching to the choir…

Practice Trumps Theory does not imply theory is irrelevant. Like scientists, we build models of a business, prioritize what’s riskiest (through various techniques including discovery), and then systematically test.

Too often, innovators jump from theory to execution… that, in my opinion, is where they go astray.

To quote Richard Feynman:

Now I am going to discuss how we would look for a new law. In general we look for a new law by the following process. First we guess it. Then we compute the consequences of the guess to see what would be implied if this law that we guessed is right. Then we compare the result of the computation to nature, with experiment or experience, compare it directly with observation, to see if it works. If it disagrees with experiment it is wrong. In that simple statement is the key to science. It does not make any difference how beautiful your guess is. It does not make any difference how smart you are, who made the guess, or what his name is — if it disagrees with experiment it is wrong. That is all there is to it.