Includes bibliographical references and appendices.

achieve broader,global goals.
hot people buy products and services to get a iob doneand how a igh level, the digital revolution is simply the application of newwhen looking at marketing through a jobs-to-be-done lens, the
every market there exists some set of unmet customer needs that are welneeds (desired outcomes) that can only be addressed effectively if the rightinformation to the customer at the right time is what an effective digitalstrategy is trying to deliver.
About ten years ago we worked with a major agriculture companyto study the job of growers who are responsible for growing cropsGrowers of over a dozen different crops were studied. At the time,ourclient offered growers a variety of products, including seed,pesticidesand herbicides.They also offered a variety of consultative services. Butthey did not offer any digital solutions. In fact, the company did not havea digital strategy. Nor did it believe that one was necessary.Our study changed their worldview.