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Notes
- 1.
“Avoiding the Inventor’s Lament,” BusinessWeek, November 9, 2005, http://www.businessweek.com/printer/articles/256666-avoiding-the-inventor-s-lament?type=old_article . Accessed March 24, 2012.
- 2.
Åstebro, Thomas, “The Return to Independent Invention: Evidence of Unrealistic Optimism, Risk Seeking or Skewness Loving?”, The Economic Journal 113 (484), 226-239, January, 2003.
- 3.
Laurie Burkitt and Ken Bruno, “Brand Flops: Ford, GE, Coca Cola Know Hype Can Hurt New Products,” Forbes, March 21, 2010, http://www.forbes.com/2010/03/21/microsoft-sony-exxon-apple-coke-ford-xerox-conde-nast-cmo-network-brand-flops.html . Accessed March 26, 2012.
- 4.
Rob Adams, If You Build It, Will They Come?: Three Steps to Test and Validate Any Market Opportunity. Hoboken, NJ: John Wiley & Sons, 2010.
- 5.
I noted earlier when JTBD was introduced as a key concept of disruption in Chapter 2 that the insights behind “Jobs To Be Done” theory were originally expressed by Anthony Ulwick, and documented in his book What Customers Want: Using Outcome Driven Innovation to Create Breakthrough Products and Services, New York: McGraw-Hill, 2005. The idea of JTBD is universal—it applies to all products and all innovation. However in this chapter, I drill down to focus specifically on how it is applied to create disruptive innovations and why. Tony’s company, Strategyn, employs a proprietary and patented methodology he calls Outcome Driven Innovation (ODI), but there are many variations of JTBD-based innovation in use today. The important thing is that you focus on capturing the real jobs, and then use the principles described in this book to uncover and sort out the disruptive opportunities from the innovation opportunities that are purely sustaining and best left to industry incumbents to pursue.
- 6.
Air Wick, as the name implies, literally used a wick to draw perfumed oils up from its reservoir.
- 7.
Charles Duhigg, “How Companies Learn Your Secrets,” The New York Times, February 16, 2012, http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html . Accessed April 16, 2012.
- 8.
In the interest of full disclosure, Ethoca was a long-time client of mine I advised and worked with for about five years. I am also a small investor in Ethoca. This story details the early years before Ethoca's technology found a compelling job to be done, and how and why it can be very difficult to subscribe users to an idea that is beneficial in the long run if you can’t identify a unique JTBD that targets non-consumption and provides value that can’t be achieved any other way. Since Ethoca introduced its highly successful Alerts service, it has grown in partnership with many of the world’s largest banks and credit card associations, and has leveraged its technology platform to address other critical JTBDs, including the revolutionary Order Rescue service, which enables merchants to recover revenues from orders mistakenly identified as fraudulent.
- 9.
Although not directly relevant to disruptive innovation, Steve Blank has authored a couple of books that should be on every startup entrepreneur’s bookshelf for easy reference including The Four Steps to the Epiphany: Successful Strategies for Products that Win, Pescadero, CA: K&S Ranch, 2007, and a book he co-authored with Bob Dorf, called The Startup Owner’s Manual: The Step-by-Step Guide For Building a Great Company, Pescadero, CA: K&S Ranch, 2012.
- 10.
In Chapter 7, there is a detailed discussion of pricing strategies for multi-sided markets, and how price can be used as an important lever to bootstrap the network.
- 11.
When the real cardholder challenges purchases that are proven to be fraudulent, the charge is reversed and online merchants are assessed a processing fee for the chargeback, since unlike card-present transactions, merchants have to accept the liability for fraud, even if the bank authorized the transaction.
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© 2014 Paul Paetz
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Paetz, P. (2014). What Should My Product Do?. In: Disruption by Design. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4302-4633-6_4
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DOI: https://doi.org/10.1007/978-1-4302-4633-6_4
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