Jobs-to-be-done marketing. A new marketing segment approach!!!

This article is about Clay Christensen's Milshake Marketing. It poses a completely different perspective on how to segment a market. Instead of going throught product segmentation, such as function or price, or customer segmentations based into age, gender, educational, or income level... Clay Christensen question the product or service job!!!. An example of his belive would be something like: "Excuse me Sir, what is the job of this product that you just bought!, or for what job are you buying this product?". According to Clay Christensen, this very innovative approach positions a company  ready to create products that people really want to buy.