科技行业的三大核心领导原则

Introduction3Growth isthe top businesspriority for58%of CEOs*But few are seeing results from their efforts.Across industries, newly hatched upstartsare driving growth, leaving established playersin their wake.*2017 CEO Survey, Gartner Introduction4Whydo people do what they do?Developing new offerings that customerswill predictably purchase and use requiresa systematic approach based on a deepunderstanding of the progress and experiencesthat customers seek. Enter jobs-based innovation.Developed by Harvard Business School ProfessorClayton Christensen with Lippincott’s Taddy Halland coauthors Karen Dillon and David Duncanin their best-selling bookCompeting AgainstLuck, “jobs” is an approach to innovation thathelps companies uncover opportunities thatare systematically overlooked.Jobs-based innovation replaces traditionalmodels of backward-looking data correlationwith deeper insights on human behavior andwhy people do what they do. By understandingthe jobs that people are struggling to perform,companies can systematically designbetter products, services and relationshipsto get them done. Jobs Theory 10151Jobs Theory 101Before we dive in, here’s a quick glossary of terms and language in Jobs Theory:A“job”is the progress that an individual seeksThejob to be donegenerates the energyrequired for someone to take an action,such as pull a brand into his or her life ordevelop a cumbersome workaround.While many of the jobs in our lives have adequatesolutions,successful innovationsresolvecircumstances of struggle and trade-offs:They perform jobs that formerly had onlyinadequate or nonexistent solutions. in a given circumstance.Understanding the job revealswhy peoplepurchase and use products and services,and why they sometimes behave in waysthat involve no purchase at all (what wecall nonconsumption).Viewing the marketplace through the lensof consumers’ jobs to be doneredefinescategories(typically far larger than companiesever envisioned) andreframes competitors(typically more numerous and diverse thanever considered).Jobs Theory creates a shared purpose andcommon language that facilitates communicationandintegration across diverse functionalareas.A well-defined job enables efficientdevelopment as well as in-market success. Growth is about enabling progress62Growth is about more than scale,it’s about enabling progressThere is a simple but powerful insight at thecore of Jobs Theory: Customers don’t buyproducts or services; they pull them intotheir lives to make progress.This progressdefines the “job” they are trying to get done,and customers will “hire” products or servicesto solve these jobs. If a product or service doesn’tlive up to expectations, customers will “fire” itAll too often, leaders view the marketplacethrough the lens of their products — “We are inthe mortgage lending business” — rather thanthrough the customer job lens — “I could usesome help figuring out how to pay for our firsthome.” What predictably follows is a costly stringof innovation failures as leaders introduce anarray of perplexing variations on mortgagerates, terms and features that leave the would-behomebuyer struggling to make any decisionA jobs view clarifies things to powerful effect:markets expand and opportunities crystallize. and look for alternatives.with confidence.Take credit cards and a customer’s job to gainaccess to cash. They could hire another creditcard to do the job, but they could also sellunwanted goods on eBay, rent out a roomon Airbnb, find a short-term job on Catalant,or cut expenses with Trim. Seen through a jobslens, all of these options compete to be hired.In a different context, the next time you’re lookingfor an afternoon energy boost, pay attention toyour own roster of potential hires. Perhaps yougo for an energy bar or a cup of coffee, but youmight take advantage of a beautiful day to go fora walk, Facetime a friend, find a colleague to chatwith in the cafeteria, or check in on Facebook.They all compete.As these examples illustrate in shorthand,innovations succeed because of the progressand experiences they enable — not because ofthe features or functionality they offer. Productattributes are just a means to an end. A jobs viewclarifies things to powerful effect: markets expandand opportunities crystallize. Growth is about enabling progress8Product mindset vs. Jobs mindsetProduct mindset“Sell a doll”BarbieDollMadame AlexanderDollCabbage Patch KidsDollCommoditization asa result of a narrow“business as usual” lensFacilitate memorable times withmy daughter — to play, create and sharestories, and to strengthen our bond inways that are fun for both of usAmusement parkA memorable day with her best friendsBallet classEnable her to experience an activityI loved as a childAmerican GirlPortfolio of offerings that enable diverseways for mothers to connect andshare experiences with their daughtersJobs mindset“Enable mothers toconnect and shareexperiences withtheir daughters”Looking fora birthdaypresent formy daughter Growth