Techno-News Blog

October 27, 2016

Are students buying what education innovation is selling?

Filed under: Uncategorized — admin @ 12:20 am


Clay Christensen’s newest book, Competing Against Luck, chronicle the coming of age of another theory that may prove just as, if not more, powerful than disruptive innovation: the theory of jobs to be done. Jobs to be done hinges on the fact that consumers “hire” products and services to do a specific job in their lives, and that they are motivated to do so by particular circumstances. For example, in an early study of how to boost milkshake sales, a consulting team found that a fast food chain sold a disproportionate number of milkshakes first thing in the morning to busy commuters. These customers “hired” milkshakes to occupy them while in traffic and to keep their stomachs satisfied until lunch. To get these jobs done, realistically the commuters could have hired all sorts of products: bananas, bagels, or even the radio. To outcompete not only other fast food chains’ milkshakes, but also all of the other foods and experiences that might fulfill commuters’ jobs, the fast food chain needed to design milkshakes that nailed this particular circumstance and job experienced by the commuter.

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