Why Your Business Needs a “Customer Analysis” to Beat the Competition Most leaders agree that obtaining competitive information is essential for developing an effective strategy. Gaining competitive intelligence is often viewed as similar to gaining military intelligence. The big difference, however, is that in capitalism we are fighting to earn the business of customers. In …
Innovation and Creativity are Different Innovation and creativity are different. Innovation brings the target customers’ unmet needs and the company’s solution capabilities into the same room. Creativity then makes connections and generates winning ideas. Unless your innovation process discovers and ranks target customers’ unmet needs and then brings good solution capabilities to bear upon them, your …
Thoughts on Last Week’s JTBD Workshop Many thanks to GBQ Partners for hosting and Darci Congrove, Managing Director, for participating in our jobs-to-be-done (JTBD) workshop. After I laid out the basics of the JTBD approach, people doubled up to do an application exercise and report back to the large group. The session was then capped …
How to Differentiate, Innovate and Grow with Jobs-to-Be-Done Why is growth so difficult? I have found that many leaders struggle with how to differentiate, innovate and grow because they don’t know which of their target customers’ needs remain unmet by their own offerings and their competitor’s offerings. If you don’t know where those unmet needs …
Fulfilling the Promise of Smart Columbus I am proud to report that my adopted hometown of Columbus, Ohio, is on a roll. About a year ago, Columbus beat 77 cities to win $40 million in the U.S. Department of Transportation’s Smart City Challenge. Other finalists included Austin, Dallas, Kansas City, Pittsburgh, Portland and San Francisco. …
There’s a Better Way to “Refresh Your Brand” We know from study after study that the key to successful growth is having a clear understanding of customers’ unmet needs. It’s very hard to innovate, differentiate, and grow if you don’t know where your target customers’ needs remain unmet by your own offerings and your competitors’ …
Forget About Trying to Create Customer Needs Many people believe that the most innovative companies create customer needs with breakthrough new products. Nobody knew they needed an iPhone, the thinking goes, until Apple created the need for it. Hence, if you want to be an innovation leader, you should find ways to create customer needs. …
Increase Your ROI on R&D In a recent McKinsey survey, 84 percent of global executives reported that innovation is important to growth strategy. Yet only 6 percent are satisfied with their innovation performance. That’s a staggering 94 percent dissatisfied rate — worse than Congress! Perhaps even more disheartening is the finding that very few of …
Why ‘Failing Faster’ is Often Folly “I have not failed. I’ve just found 10,000 ways that didn’t work.” — Thomas Edison This famous quote is often used to encourage rapid prototyping or launching minimum viable products (MVPs) as they are called in lean startup parlance. But to hold up Edison as an exemplar of this …
The One Thing You Must Do to Remain Flexible in Disruptive Times There’s an internal IBM PowerPoint slide making its way around the internet that declares, “The Digital Disruption Has Already Happened.” It cites the following evidence: World’s largest taxi company owns no taxis (Uber) Largest accommodation provider owns no real estate (Airbnb) Largest phone …
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