A few years ago, the ReWired Groupand Bob Moesta, my coauthor on my next book, Choosing College, undertook a project for the tutoring marketplace company, Wyzant.

As players like Byjus, Khan Academy, and others have disrupted the tutoring market, online tutoring companies, which offer access to real, live tutors, have mostly struggled to break out of a crowded market.

The question Wyzant, which began as a platform that typically facilitated face-to-face tutoring sessions, wanted to understand was what “Job to be Done” were people hiring it to do in their lives—that is, what is the progress people were trying to make that caused them to pay for Wyzant’s services.

In Bob’s words, they initially discovered four discreet “Jobs”.