Competing Against Nonconsumption Unlocks Growth for Society, Not Just for Business

Behind every successful innovation is a job people want to get done, not just a sale to be made. Until recently, many learners were left out of higher education—not for lack of ability, but for lack of flexible, affordable options. Online universities and community colleges saw the need and built programs for adult students, working parents, and others sidelined by the four-year model. Similarly, a small clinic in a rural town recognized that patients weren’t seeking world-class facilities—they just needed a reliable doctor to return calls or a way to get medical advice, especially when traveling was out of the question.

The 'jobs-to-be-done' approach, rooted in behavioral science, asks what people are really trying to accomplish, and how we can help more of them succeed. This perspective doesn’t just unlock new markets for companies—it also expands access and empowerment across society. Each time providers lower the bar to entry, reimagine how services are delivered, and reach nonconsumers, the result is more participation, wider opportunity, and solutions that are shaped by actual needs rather than tradition.

Shift your focus to the real jobs people are trying to solve in your sphere—especially those without good options at hand. Think about lowering barriers, whether it’s cost, complexity, or required expertise, to open doors for new groups. Remember, even if what you offer seems simple or stripped-down compared to legacy approaches, the value lies in helping more people participate and thrive. As you design or promote your next service or project, keep both business outcomes and real-life impact in mind. Watch for the feedback, not just in sales, but in the stories people share about what’s now possible for them.