After many years of practice, this fall there seems to be a proliferation of material being published on the popular Jobs To be Done theory. One of the recent books on the subject is a long-time favorite author of mine, Steve Wunker. Steve’s 
book, Jobs to Be Done: A Roadmap for Customer-Centered Innovation offers a perspective that most would associate with his long-time colleague of Steve’s, Clayton Christensen. Steve’s first book, Capturing New Markets: How Smart Companies Create Opportunities Others Don’t is a long time favorite of mine and still worth a read today.