Jobs-to-be-done is one of our favorite topics because the examples are just so much fun. Here is another.
“What we are trying to do is what I call ‘aviation porn’. The reason people subscribe to Flying (magazine) is because of the beautiful photography, the long form evergreen articles, and the fact that when their friends and family come over they see the aviation publication. It takes a lot of work and effort to become a pilot and the people that are pilots are super dedicated to it and want to show their friends.”Craig Fuller, Think Like an Owner podcast
Fuller explained that when he took over the magazine there was a push to go more digital, and he did that, but not without forgetting the JTBD of the print magazine.