Most innovation in companies today is product centric - look at a product and see how it can be improved. But improvements are relative; it may be fancier, but does it help the customer with their problem. Ask people how they want to improve a product and they'll give you a lot of answers - some of which might be right. But unless you understand the problem that the customer is "hiring" your product to solve you competing against luck implementing each new feature.
Companies are becoming more and more aware and intrigued into the JTBD framework because overall, it's concerned with helping them identify the unmet needs of their customers, which can ultimately change the way that a company approaches their innovation process and makes more valuable design decisions. JTBD can help align research, development and marketing actions to create ongoing customer value and helping them achieve their ultimate outcome requirements which they seek from products in the market.