by: John Caddell
The article elaborates on some of the topics we talked about in the podcast, and on Clayton Christensen's thinking that a product or service is focused on improving how someone completes a particular job (i.e., Levitt's 1/4" hole). To that end, Ulwick and Bettencourt propose a universal structure for decomposing a job into eight discrete steps, each of which is candidate for innovation.
The authors take the position that a job (what the customer is trying to accomplish) is distinct from a process (how the job is currently done). Focusing on processes leads to tunnelvision and poor innovation, while a job focus opens up a broad terrain for innovation.
Shop Talk Podcast #4: Tony Ulwick on What Customers Want