Week 6 Disruption, Jobs to be Done, and Perception of Value

Updated: Feb 8

(3-Feb: More to come soon on this...)

Perception of Value

Possibly the most important aspect of product development is in understanding how our customers perceive value from the products that they purchase or to which they subscribe. This 20-minute video discusses various dimension of value perception.

Disruptive Innovation

We have course readings from an excellent book, The Innovator's Dilemma, by Clay Christensen (found in the HBSP Course Pack) and Crossing the Chasm, by Geoffrey Moore. Here is a video overview:

Crossing the Chasm

Discusses customer personality types, and notes that the success of a product is not entirely based on the features & functionality of that product.

Failure Framework #1 Defining Disruption

Impactful innovations (like Uber) are not necessarily "disruptive" (according to Christensen). Disruptive innovations enter from the bottom of the market, with previously underserved customers. Case study of Seagate Drives and IBM.

Failure Framework #2 Oversupply of Performance

Technology is increasing at a pace faster than customers can absorb, leaving room at the bottom of the market for disruptive competitors. Case study of the big steel mills (e.g., US Steel) who went bankrupt in the 1980's, as they failed to see the threat from mini-mills (e.g., Nucor).

Oversupply of Performance in Higher Education

IMO (and I am not alone) higher education in the US is now oversupplying performance, and is not supplying what employers need in a new workforce. Discusses student loan debt.

Failure Framework #3 Culture's do not want to Innovate

Doing what we're currently doing is a whole lot easier than doing something new, even if what we're doing is no longer providing value. Change is literally painful.

Christensen on Disruption

Here is a 2 minute video on Disruption from the Christensen Institute.

We will also discuss Christensen's views on "Jobs to be Done", and "Modularity Theory"

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