In-Class Exercise 1 Identify M social AN D/OR customer (target) jobs that one or more distinctive (lateral groups) are not able to get done efficiently and/or effectively with existing solutions (or perhaps there is currently NO solution). Specifically, you're looking forjobs that can get done most efficiently and/or most effectively by enabling one or more lateral groups (individuals and/or organizations) to interact directly with each other. Such jobs may currently be getting clone via1) analog platform solutions, 2) intermediaries (i.e., brokers, agents, middlemen), service hubs (hospitals for example), 3) digital platforms that have limitations with respect to satisfying the needs of one or more lateral groups, or 4) cobbled solutions (that is, one or more lateral groups combines a number of resources to create their own makeshift solution). Remember, you don't want "good ideas" and "visions" about digital platform solutions at this point. Rather, you're looking for important jobs that lateral groups (the larger the better) are struggling to get done well with current solutions. Specifically, you're looking for moments of struggle (MoS) that have reached a threshold of unacceptability ("That's itI'm switchingl"). This handful of MoS (out of perhaps a larger group of MoS) are the customers' priorities and the stuff of demand creation. Put some work into this because you'll select one of these as your high-potential opportunity. In the coming weeks, you'll propose a digital platform solution that can help a lateral group(s) get that target job(s) done better, faster, and/or cheaper than competing alternatives (section 1 of your project proposal)