Thanks for the response. Yes it definitely clarifies. Appreciate the candour. It’s good to hear this perspective. I’ve had my own concerns about JTBD. It sounds good and logical, but when one digs in a bit further, beyond the somewhat simple (typically B2C) examples that are used to illustrate it, the same challenges appear to truly understanding user/customer needs/intent. It takes work, effort and skill to uncover the truth, and that’s not very explicitly talked about in what I’ve read WRT JTBD.