Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.… Read More
Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.… Read More
In this Advertising Age piece, Scott Anthony discusses how failing in the right way can actually position a company for success.… Read More
Billions of poor people aspire to join the world’s economy. Disruptive innovation can pave the way, helping companies combine sustainable corporate growth with social responsibility.… Read More
Many companies believe in the concept of disruptive innovation but are skeptical about making it work. Here’s a blueprint to help managers understand if the conditions are right for disruption—and how to pull it off again and again.… Read More
Today’s competitive advantage may become tomorrow’s albatross unless strategists attune themselves to changes in underlying conditions.… Read More
The authors suggest ways large companies can capitalize on opportunities that normally would not fit in with their processes or values.… Read More
This best-selling book helps managers understand that when dominant companies ignore disruptive innovations because they don’t interest their mainstream customers, they miss the next great wave of industry growth.… Read More