Viktoria Biki

A dissatisfied customer does not complain; he just switches.

Keep in mind that a Job to be Done describe the “better me.” It answers the question, “How are you better since you started using [product]?”

In 1977, long before Instagram’s founders were born, Susan Sontag wrote of photography : “A capitalist society requires a culture based on images. It needs to furnish vast amounts of entertainment in order to stimulate buying and anaesthetize the injuries of class, race, and sex… Social change is replaced by a change in images. The freedom to consume a plurality of images and goods is equated with freedom itself.”