Transient Advantage, Distributed Capitalism, the Age of the Individual, Disruption and Jobs-to-be-Done
. All theories offering valuable perspectives to the larger concept of communication, design and business.
- Sharing some of the thought leaders influencing my ideas, hope you find as much value from them as I have.
Rita McGrath and the Transient Advantage:
Competitors and customers have become too unpredictable, and industries too amorphous. The forces at work here are familiar: the digital revolution, a “flat” world, fewer barriers to entry, globalization. In a world where a competitive advantage often evaporates in less that a year, companies can’t afford to spend months at a time crafting a single long-term strategy. : To stay ahead, they need to constantly start new strategic initiatives, building and exploiting many transient advantages at once. Though individually temporary, these advantages, as a portfolio, can keep companies in the lead over the long run.
Shoshana Zuboff, on distributed capitalism and the age of the individual:
It looks like the age of the mass is behind us and the age of the individual is upon us. The chasm that now exists between new people and old organizations is destroying economic value and inhibiting the emergence of a new chapter of capitalism aligned with the needs of this new society. : The new purpose of commerce is to provide the tools, platforms, and relationships, digital or human, that enable individuals to live the lives they choose.
Clayton Christensen on Disruption and Jobs-to-be-done:
“The way we teach marketing is wrong, understanding the customer turns out is the wrong unit of analysis
. You really want to understand what causes the customer to buy the product and pull it into their lives
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. And what causes us to buy a product is we have a job to do and we have to go out and find something to buy to get the job done
. Understanding the job rather than understanding the customer is what you really need to understand because then you can improve it”.