I was taught this concept around 2011 (marketer turned hacker), and have read his books, so it's had some time to sink in. It's similar to the concept of "tech

I was taught this concept around 2011 (marketer turned hacker), and have read his books, so it's had some time to sink in. It's similar to the concept of "tech in use." What people ACTUALLY use your product for. It's about discovering features and use cases you did not know you had. The main job of the morning milkshake is a source of entertainment on a long commute... not just hunger or sweettooth cravings. What B2B products can learn is that your product may have mad benefits, but at the end of the day it's just the 2020 strategy for a VP to keep up w the industry trends. Focus on your buyer persona.