If you look at product design and innovation through the lens of jobs-to-be-done, everything looks different:
The subject of the investigation is no longer the customer or the product. It is the "job" that the customer is trying to do.
Markets are not defined by products. They are defined by groups of people trying to accomplish a task.
Needs are not vague, latent, and unrecognizable. They are the yardstick by which customers measure success in completing a task.
Competitors are not companies that manufacture similar products. They are companies that offer solutions that enable people to do the same job.
Customer segments are not based on demographic or psychographic characteristics. They are based on how differently customers struggle with completing a job.