Yes. All too often, marketers define “needs” in terms of product requirements, like the need for a car driver to have a cupholder. A driver’s “jobs” can be much more expansive. For instance, he may have a broader job to eat while driving, and still a broader one to avoid wasting time. Seen through this lens, an automaker has many more avenues for innovation than simply perfecting a cupholder. To address the job of eating while driving, the company may create a thin but sturdy tray that folds out from the center dashboard to hold a sandwich, and a tab under the passenger’s side dash where the driver can attach a small plastic trash bag. To help the driver avoid the feeling of wasted time, the company could e-mail its customers a weekly set of “best of” podcasts chosen to meet their interests. Importantly, the competition for getting a job done often is not in a company’s traditional product class, but instead customer frustration and doing nothing, or an alternative from a completely different industry. Examining jobs to be done can vastly increase the number of levers a company might pull to create innovative offerings.