HBR IdeaCast The “Jobs to be Done” Theory of Innovation
11 snips
Dec 8, 2016 Clayton Christensen, Harvard Business School professor, discusses the 'Jobs to be Done' theory of innovation. The podcast explores how successful companies grow by understanding customer needs and improving their products, using McDonald's and IKEA as examples. It also delves into the impact of failing to fulfill customer needs effectively, with insights from Kodak's downfall in the digital imaging industry.
AI Snips
Chapters
Transcript
Episode notes
Milkshake Jobs
- McDonald's struggled to increase milkshake sales despite extensive customer feedback.
- Researchers discovered customers hired milkshakes for different jobs, like a morning commute companion or an afternoon parent-child bonding tool.
Innovation Focus
- Understand the customer's "job to be done" to improve innovation.
- Focus on improving product aspects relevant to that job, like convenience and duration, not just ingredients.
Focus and Disruption
- Successful companies initially focus on one job, but often diversify, losing focus.
- This makes them vulnerable to disruption by companies specializing in specific jobs.