Clayton Christensen popularized the "Jobs To Be Done" mentality that is prevalent in the product universe. His 2009 talk is a useful reference point for how he came to champion the idea with the famous "milkshake story."

In JTBD parlance, a product gets hired for "the job" by the customer. There are features within the product that play a role in enabling the product to (hopefully) do a better than average job for the customer. But it's the product that gets hired, and not the individual features.