<p>In this episode, we sit down with Beth McHugh, Product Leader and Innovation Strategist at Tillta Consulting, to explore the powerful framework known as Jobs to Be Done—and how it helps teams cut through the noise to identify real customer demand. In our conversation, Beth explains why even companies with thousands of customers can still misunderstand what those customers truly need—and how Jobs to Be Done helps teams move beyond surface-level feedback to uncover the real “progress” customers are trying to make.</p>