Predictive innovation is something humanity has always been struggling with.
 We, as product builders, lean too much on gut feeling and a bit of luck when launching new products or introducing new features.

 People don't just buy products; they hire them to perform a certain job.

 In this session, I will introduce Jobs-To-Be-Done theory that helps us understand the causality behind people's choices and deconstruct their decision-making process so we can create a replicable process to uncover people's unmet needs and build better products for them