The other key to this model is to recognize that it’s about unattained Be goals (Figure 15). It’s not about Do or Motor control goals. Jobs-As-Progress recognizes that tasks and activities are a means to an end only. They do not represent what consumers want.
Jobs-As-Progress is a theory only. Theory tells you how and why things happen, not what you should do about it. Theory is descriptive, not prescriptive.
New products and services win in the marketplace if they help customers get a job done better (faster, more predictably, with higher output) and/ or more cheaply.