Sales were weak until the developers realized their business was not construction but transitioning lives. Consider the experiences of condo developers targeting retirees who wanted to downsize their homes. And the circumstances in which customers try to do them are more critical than any buyer characteristics. They’re never simply about function they have powerful social and emotional dimensions. If it does a crummy job, we “fire” it and look for something else to solve the problem. If it does the job well, we hire it again. When we buy a product, we essentially “hire” it to help us do a job. Some jobs are little (pass the time) some are big (find a more fulfilling career). To create offerings that people truly want to buy, firms instead need to home in on the job the customer is trying to get done. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. Firms have never known more about their customers, but their innovation processes remain hit-or-miss.
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