Penn Jillette gets JTBD
Alan Klement

Isn’t there always a chain of why – what – how? I.e., going one level up, a what becomes a how, a why becomes a what and there is a higher intent (why) behind the original why?

Measure weight -> Loosing weight -> Looking good -> finding a partner -> have a happy life …

The art is to always look for the why, the essence, and know when to stop this process. Or: finding the essence at the right level of abstraction for the job you want to do.

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