A theory is, generally, a set of theorems stemming from an attempt to explain things supported by data. Jobs-to-be-Done theory is a group of principles aimed at explaining how marketing can be more effective and innovation more predictable through a focus on the customer’s job to be done. The core principles and tenets of Jobs-to-be-Done theory are based on a solid and proven theory. Strategyn’s methodology is based on years of research and testing. With the help of ODI, it can be tested in any industry over 1000 times. It has been used to create successful strategies for companies such as: (i) product, software, service and operational innovation, (ii) product improvement and new product development, (iii) business-to-business and business-to-consumer applications and many verticals.