• Why do disruptive innovation efforts fail so often?
• Is innovation all about meeting customer desires?
• JTBD Theory creates a “job description” of the customer’s desires
• There is the “job” and “how is the job done.” 
• Similar to things I’ve been talking about
• There is always a mismatch between demand and supply
• We can use technology to capture the customer’s desire and write a job description for the customer.
• Once we know the job to be done, we can go on and use technology to fulfill the job to be done.

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