A Summarized excerpt from the book How Will You Measure Your Life , which we recommend! RIP Clayton. Your insights and incisive thinking will be missed. "The job-to-be-done theory arose on project for a big fast-food chain. The company was trying to increase milkshake sales. They'd spent months studying the issue and interviewed quintessential milkshake consumers: "Do you want it chocolatier? Cheaper? Chunkier?&rdquo Read more