If you want to understand what your customers are trying to do, you’re going to want to use something called jobs theory. Jobs theory is a way of digging into why people buy products. The textbook example is for power tools: People don’t want to buy a drill — they want to buy a quarter-inch hole. And jobs theory takes it a step further to say that they aren’t even buying a hole — they’re simply trying to hang a picture or build a treehouse or spy on their neighbors. Essentially, people have jobs they’re trying to get done, and they hire products to do those jobs. If your product does the job better than any other product, people will hire it over and over again. When you start to look at your product in this way, you’ll start to learn things about your target market you might never have otherwise known.