Each fall, my daughter Cate and I drive from Nashville to Memphis for the weekend. The focal point of the trip is to see a Memphis Grizzlies basketball game. But the basketball game itself is really only one aspect of a myriad of experiences. Cate and I have a set of “jobs to be done” on that wonderful father-daughter weekend, and we seek out the companies that can successfully do those jobs. The concept of jobs to be done gives us a way of looking at the real reasons that people buy things or experiences.