"to create an appropriate model of customer motivation "

"“Solutions come and go, but Jobs largely stay the same.”
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the main intention of JTBD is to explain what the customer feels like they need to do to make their lives better. Zooming out reveals a more timeless struggle, but it’s vague, while zooming in is a little more granular and actionable, but also a lot more prone to modernization.
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But the solutions we choose to help us get our jobs done come and go and vary depending on our situation.
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JTBD is not about an individual. JTBD is about a market opportunity. ... But if there’s a market with that struggle today, it’s a pretty good bet there’s a market of people with that struggle tomorrow and a couple of years from now.
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when we’re doing our research when we’re trying to apply the theory to innovation, we’re trying to build what I call a vector of progress. The whole idea is that we have to create an appropriate model of customer motivation that helps us predict what customers will buy in the future.
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This thinking helps us understand what kind of data we need to gather, but also how we should model those data. Once we model those data, we can then figure out how to change the systems customers belong to. Not only that, but  we need a model that helps us change those systems in an evolutionary way. What I mean by that, is that if you don’t think in this evolutionary way, you can get too far ahead of your customers. This is what we call “out innovating” or building products that are ahead of their time."

Trechos retirados de "The North Star of an Enduring Business"