Honing on Jobs-To-Be-Done? lead your way into disruptive innovation

“People don’t simply buy products or services; they hire them to make progress in specific circumstances.” Clayton Christensen During the pandemic lockdown, we adopted a dog. The newcomer spent hours trying to catch the little lizards in the garden without any luck. I guess he could wish for an easier or faster way to catch them, but he enjoyed the journey. I remember the last time we had a lizard in the house. I took some paper and Tupperware and caught the lizard to put it safely back in the garden. As we live in a rural area and this

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