Jobs-to-be-Done concept: 37signals

"Jason was first introduced to the Jobs-to-be-Done concept by another 37signals team member, Ryan Singer. As the story goes, Ryan saw Clay Christensen describe how he and a colleague uncovered the jobs that a milkshake does in a web video. After watching the video, Ryan went on a search to find out who the “milkshake man” was, and found Bob Moesta and Chris Spiek from the Re-Wired Group."