What is disruption for business
examples of disruption:
GoToMeeting launched HD video calls, it justified the price point.
The goals the customer has and what needs to be done.
- The innovator's dillema
- The innovator's solution
business loses focus on what the user is trying to do.
1 at the core of disruption is a relization that opportunity come from understanding the jobs people need to get done
there are competing approaches to this.
example, keyless locks.
We need to control access and feel safe: Function and emotion in the same context.
Maximize my ability to allow visitors in during the day.
Direction > Unit > Qualifier
Disered outcomes survey
2 Give designers a way of capturing insight that leverages our skills for finding real business opportunities
- discover value
- design value
- deliver value
- (re)define value
When ____ , I want to ______, so i can
shift language to JTBD
lose marketing jargon
markets are boxes we put ourselves into.
don't just develop a software, intuit competes with the pencil and not just other tax software solutions.
expand your market by adding new jobs to what you cover.
3 offers a practical ‘lens’ to view various aspects of your organisation and shift the view from inside-out to inside-in
people don't want a drill, they want a hole in the wall. theodore levit