
…ducts, are inconsistent in their opinions of products, and don’t always act in their best interest. Customer Jobs understands that if you want to make a great product and to develop a message that connects with customers, you have to understand the emotional forces that shape their motivation.
Deming understood that improving products of today continually isn’t enough: “We must keep asking, what new product or service would help our customers more? What will we be making five years from now? Ten years from now?” For Deming, the process of innovation should never stop.11
Joseph Schumpeter and creative destruction. The roots of JTBD go back at least seventy-five years to Joseph Schumpeter and his introduction of creative destruction. Schumpeter observed that new innovations steal customers from incumbent offerings and then eventually go on to replace them. At one time, horses and ships were our primary methods of personal transportation. Eventually, trai…