Competing Against Luck, Clayton Christensen
(back to books)
- Substrat: you're selling progress, not products (people want a hole, not a drill)
- resources are fungible, integrating processes is non-fungible (competitive moat)
- important to signal 'this product is not for you'
- when you solve a job, products become services (crappier is better than nothing)
- well-crafted stmt of jobs a company exists to solve can be inspiring and practical
- don't collect few data points from big sample, instead big number from small sample
- theory of jobs to be done: understand customers' struggle for progress
- job = process in specific context to make progress (functional/emotional/social)
- nonconsumption and workarounds are sources for jtbd
- purpose brands: nail the job ("just hire me and your job will be done")
- IKEA: "Help me furnish my apartment today"
- stack fallacy: overweight value of own technology, underweight downstream applications to solve jobs
- healthcare job: I want to be so healthy that I don't even have to think about health.
- useful questions
- which job did your customers hire your product to do?
- what has to prove true for this to work?
- what are the important unsatisfied jobs in your own life?
- what has to get fired for my product to get hired?
- what are experiences customers seek in not only purchasing but using product?
- how would your people characterise the fundamental business you're in?