31 Oct '12, 4pm

Disruptive Innovation is about Customer Objectives

…that many businesses and startups often make a mistake here, one that may, at first glance, appear counterintuitive. “Understanding the customer is the wrong thing to do — it’s confusing,” he said, before citing Peter Drucker’s assertion that customers rarely buy what companies think they are selling. Instead, what’s really important is understanding the job that customers are trying to accomplish, and only once an entrepreneur truly understands the need that a product or service fulfills for the buyer can they optimize their business or product. He used IKEA as an example of a company that has been around for 30-odd years and by now probably should have been disrupted. Yet no one has managed to copy them and improve on the model. That’s because, Christensen says, of its true understanding of the job that their customers want to do: “I want to furnish this place today.” O...

Full article: http://www.designsojourn.com/disruptive-innovation-vs-inc...

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