Comment about: Some common "role" challenges
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| May 10, 2009 | | Products and services can (and should) be treated as roles - specific roles for jobs that need to be done. | Clayton Christensen, renowned innovation expert, states...
"[Consider] the sequence of thought you go through when you ultimately end up
deciding to buy a product. Somehow, you become aware you need to get
something done for yourself. And then the next thought is, "What can I
buy or what can I hire, to get this job done for me?" And then you
start the search. But what comes to your mind, after you're aware that
you have a job that you need to get done for yourself, is that you then
start to think, "Who can I hire to do this job?" And so in many ways,
we hire products to do jobs for us. We hire services to do jobs for us.
If an innovating company focuses on the job, then when you go through
that sequence, and you become aware you've got to get that job done,
there'll be a product sitting there designed to do that job."
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