Simplicity is a hard thing. As the legendary Jony Ive, Apple's former Chief Design Officer, …
When we use [jobs to be done] as a lens, we get to uncover new perspectives that often contradict the usual perceptions of a business... What banks think customers want: Getting financial advice from the bank. Jobs that customer want to get done: Ticking off important milestones such as starting a family, buying a car.
— the simplicity playbook for innovators by Jin Kang Moller (Page 127)