When Coffee and Kale Compete

A job to be done, in Alan Klement's terms, is the process a consumer goes through when trying to move from a current situation to a preferred one while constraints hold them back. Klement applies the idea to building and selling products, drawing on the experiences of entrepreneurs, business owners and his own, and on products that failed.

Louis Grenier, host of Everyone Hates Marketers, pointed to it as his pick on jobs to be done.