I think approach this article talks about is more in the line of "People don't want a drill, they want a bookshelf on the wall". Two very different approaches

I think approach this article talks about is more in the line of "People don't want a drill, they want a bookshelf on the wall". Two very different approaches to "Jobs to be Done" exist: one is about helping make better holes, and another is targeting the reasons for drilling the hole, reframing the problem itself. I found that former approach helps deal better with something habitual, like re-designing some existing product (faxes..) or adding features, while latter helps to ideate completely new solutions. Great outline of these different approaches and mindset behind them can be found here: https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89 https://jtbd.info/know-the-two-very-different-interpretation...