Innovation Is Rarely New

A milkshake stays a milkshake in the same industry

I recently found myself revisiting Jobs to Be Done from an unusual angle, somewhere between the shower and a growing irritation. Not to refine a framework or compare interview techniques, but to understand why so much “innovation” still feels familiar.

Looking across the different JTBD streams—outcome-driven, switch-based, service-oriented, strategic—a p…