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EP052: Karen Dillon & Competing Against Luck
Manage episode 166566531 series 81763
Tim Hamilton에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Tim Hamilton 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Journalist, author, and speaker, Karen Dillon is a former editor of Harvard Business Review Magazine, and the former Deputy Editor of Inc. Magazine. She recently co-authored Competing Against Luck with Clay Christensen.
Using the Jobs to Be Done framework, Karen Dillon and her co-authors help businesses understand what causes customers to "hire" a product or service. With that understanding, a business can improve its innovation track record, creating products that customers really want. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts
Key Takeaways:
[1:11] Karen Dillon defines Clay Christensen's Theory of Disruption using a real-world example.
[8:02] Can an incumbent company’s actions be predicted when faced with a threat from an entry-level rival?
[15:57] Karen explains why "likelihood to purchase" is still so unpredictable, even with today's plethora of customer knowledge and data gathering tools.
[19:42] Customers make choices based on the Jobs to Be Done in their lives.
[21:08] Karen Dillon outlines three dimensions of the Jobs to Be Done framework.
[27:03] Trigger events often occur before a customer makes an actual decision to buy.
[34:39] The Jobs to Be Done Interview is used to identify a customer’s trigger event.
[40:58] Karen Dillon provides a tip for marketers who sell business-to-business.
Mentioned in This Episode:
58 에피소드
공유
