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Tony Ulwick, founder of consulting firm Strategyn, came up with the concept of 'Outcome-driven Innovation’ in 1999. Clayton Christensen then popularised the idea in his book 'The Innovator’s Solution’ published in 2003, introducing the phrase 'Jobs to be done.’ The idea is that successful innovation comes from identifying jobs that are poorly performed in customers’ lives and then designing products, experiences, and processes around those jobs.

Here's the link to the Harvard Business Review article the example comes from. 

What to learn more? Try asking Virtual Dan White.