The idea that people buy goods and services to do a "job" is the foundation of the theory. Further, according to Jobs Theory, businesses are much more likely to develop and market solutions that will win in the market if they know exactly what that "job" entails.
The inputs needed to make innovation predictable can be categorized, defined, captured, and organized within Jobs Theory's framework. Imagine if all of your company's developers, marketers, strategists, and R&D managers had the same understanding of what a need is and which customer needs are unmet.
Anthony Ulwick had a lightbulb moment while sitting in a Six Sigma process improvement meeting when he realized that businesses should be studying the "outcome" people are trying to achieve when using a product rather than making changes to the product itself.
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