Clear Thinking in an Age of Confusion

[Viali di Circoncallazione, Modena*] “I’ll know it when I see it.” How many times have you heard your client or manager say or imply something to this effect? We do it, too. Most of the time, you’re also looking for something without knowing exactly what it is. All you and your client or manager are trying to do is to get a job done. Whatever fills the role with the least pain and the most gain wins. The two canonical examples of the Jobs to be Done thinking are: 1) drilling a hole, which focuses the question not on the…


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