Managers will still have to cover the basics like meeting return expectations at the right risk levels with the proper internal controls (the technical jobs to be done). The true opportunity set, however, lies in connecting deeply with investor needs (their functional and emotional jobs to be done).  The winners in asset management need to provide targeted customization at scale (a functional job).  See Picture 6 for a summary, and see Appendix 1 for a detailed discussion of the jobs to be done in asset management.