A salesperson selling hospital beds spent a day observing patients.
They quickly realized that simply understanding the hospital’s needs wasn’t enough.
They saw how nurses had to constantly help patients whenever something fell or a task was difficult.
This insight led them to propose a redesigned bed that allowed patients to perform simple tasks without mistakes or nurse assistance.
Most marketers think there’s a concept called a product life cycle. Once you realize that the world is organized by jobs that need to be done, you understand that product life cycles don’t exist.
– Clayton M. Christensen