The Jobs-to-be-Done Theory can help in understanding what the real job is that your customer is hiring your product to do.
The Manifesto of Ruthless Prioritization
John Vars

Great call. I had a really hard time determining if a problem was severe enough to create a market until I learned how to evaluate it through the lens of Jobs-to-be-Done. Now, it is extremely clear because we can actually quantify the market opportunity.

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