76 / JTBD and the Benefits of Self-Disruption

Jay Haynes, founder and CEO of thrv.com, guests on this episode of the Product Momentum Podcast. He and Paul discuss market disruption and the role Jobs-To-Be-Done plays in assessing the risks and optimizing the benefits. Jay learned all about the phenomenon of disruption from the late Clay Christensen; it’s what happens when market leaders become so focused on pleasing their most profitable customers that they overlook the needs of their other segments.

We product managers find it tempting to measure our progress based on what we want our products to do rather than on what customers want to get done. Just ask product leaders at Blackberry and Kodak. Resisting the temptation requires fortitude and takes a lot of work, Jay says. But it’s worth the investment.

“You have to change an organization’s culture that is product-focused into a culture that is customer-focused,” he adds. That’s a mental leap many are reluctant to take, as it calls for commitment to a vision and leadership to initiate and sustain the transformation. It takes time to realize that the risk of doing nothing is greater than the risk of self-disruption.

What type of risk analysis is required to move from the current state of your product to what it could be? Jay explains: “If it’s obvious your product could be better (and every product in the world could be better), you can then go and communicate, ‘We’ve got to avoid this risk.’”

Listen in as Jay Haynes explains how to get your organization’s self-disruption plan headed in the right direction and happening faster.

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