Jobs to Be Done

5

OBSTACLES

WHAT HOLDS NEW IDEAS BACK

WHILE RESEARCHING THE FOOD and beverage sector a few years back, we came across a young woman living in what she described as a “unique” apartment. It had no kitchen. We don’t mean that the apartment had a small kitchen, or that the kitchen wasn’t separated with walls. We mean that there was no kitchen. No oven. No burners. No kitchen sink. You get the idea. When we talked to her about the idea of moving, she acknowledged that she had planned to find a new place, but after a while she didn’t really mind the quirks so much. Plus moving is such a hassle. Other things came up, and the idea of moving became much ...