產業創新的原點-從創新的用途理論談起

 陳德釗

November 9, 2017

Agenda ● 創新的目的與來源

● 創新的用途理論

● Defining the job● What is a job?● 實務上的應用

● 討論

● 總結

創新的目的與來源

Source: http://image-store.slidesharecdn.com/8d436f9d-5d3d-4e28-8a92-cf32c34cc0e1-original.jpeg

創新的目的與來源

● 創新的來源 (Schumpeter, 1942: 132)

新市場、新產品、新方法、新的供應來源、新的競爭地位

“The function of entrepreneurs is to reform or revolutionize the pattern of production by exploiting an invention or, more generally, an untried technological possibility for producing a new commodity or producing an old one in a new way, by opening up a new source of supply of materials or a new outlet for products, by reorganizing an industry and so on.”

● 創新的目的

發掘客戶實際需要解決的問題，提供其所需的解決方

案。

創新的目的與來源

創新目的與來源● 創新的來源

從產官學的結合?! 以使用者為出發點的思考

Source: Etzkowitz, H., & Leydesdorff, L. (2000). The dynamics of innovation: from National Systems and “Mode 2” to a Triple Helix of university–industry–government relations. Research policy, 29(2), 109-123.

創新的用途理論

● Jobs to Be Done (JTBD)

創新的用途理論-Job to be Done (JTBD)

● 客戶把我們的產品和服務拿來做什麼? 用來解決什麼樣的問題?

創新的用途理論

全書的核心概念

● Job to be done (JTBD)● Purpose brand● The Job to be done Organization

Defining the Job● Defining the “Job ” (Christensen, et al., 2016: 27)

What cause a customer to purchase and use a particular product or service?

❏ 客戶為什麼想要買這個產品/服務，要用他們來

做什麼?

Defining the “Jobs”Christensen, et al. (2016: 27)

A job as “the progress that a person is trying to make in a particular circumstance.”

❏ Progress-客戶所欲達成的目標或願望

❏ Circumstance-利用(產品/服務)的情境/時機

What is a “Job”?● Christensen, et al. (2016: 29)

3. 不僅只是和產品/服務的功能有關，同時也包含

了社會和情感的層面

4. 發生在每天的日常生活當中，所處的狀態

(circumstance)才是創新工作的基本單元

5.會持續且經常性的發生，而非以離散的事件存在

What is a Job?● What is a “Job” ?(Christensen, et al., 2016: 29 ）

1. 客戶在特定的狀況下，所要尋求的某種進展

(progress)

2. 成功的創新讓消費所尋求的願望有所進展、解決

問題、並實現尚未被滿足的願望

實務上的應用

● 請試著描述產品/服務所欲解決的問題?

Source: http://innovatorstoolkit.com/content/technique-1-jobs-be-done

實務上的應用

討論

Source:http://www.atkearney.co.uk/documents/10192/698540/FG-The-Innovators-Secret-Weapon-3.png/ca1023cb-11dd-4a28-8a1a-f12e338e7514?t=1357962356849

實務上的應用

Source: https://bhc3.com/?s=jobs-to-be-done

討論

Source: http://www.newmarketsadvisors.com/jobs-to-be-done.html

討論● 讓喜愛閱讀的使用者，擁有隨時隨地皆能閱讀的自由

討論

● 從Amazon Kindle到 Amazon Kindle oasis

Source: https://www.amazon.co.jp/gp/product/B06XDK92KS/ref=pe_1049632_283095532_pe_ups_footer_2_2017Kindle_02

總結

創新的適用理論，提供了重新認識客戶需求的新工具

● 我們的產品/服務幫助客戶在什麼樣的情境下，解決

了什麼樣的問題?

總結

● 創新應當是動態且持續的過程

Source: http://web.mit.edu/6.933/www/Fall2000/teradyne/clay.html ; https://hbr.org/resources/images/article_assets/hbr/0407/R0407F_B.gif

感謝您的聆聽與指教

陳德釗derchao.chen@gmail.com

參考資料

參考資料● Christensen, C. M., Dillon, K., Hall, T., & Duncan, D. S. (2016). Competing

against luck: The story of innovation and customer choice. New York: Harper Business.

● Moore, G. A. (2004). Darwin and the demon innovating within established enterprises. Harvard Business Review, 82 (7-8), 86-92.

● Spiek, C., & Moesta, B. (2014). The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done. Middletown, Delaware: The Re-Wired Group.

● Sehumpeter, J. A. (1942). Capitalism, socialism and democracy. New York: Hamper Brother

● Wunker, S., Wattman, J., & Farber, D. R. (2017). Jobs to be done : a roadmap for customer-centered innovation. New York: AMACOM.

參考資料● https://www.slideshare.net/bhc3/generating-opportunity-maps-with-customer-j

obs-tobedone● http://www.thrv.com/● http://innovatorstoolkit.com/content/technique-1-jobs-be-done● https://medium.com/@zbigniewgecis/8-things-to-use-in-jobs-to-be-done-fram

ework-for-product-development-4ae7c6f3c30b● http://www.newmarketsadvisors.com/jobs-to-be-done.html● https://bhc3.com/?s=jobs-to-be-done● https://www.linkedin.com/pulse/what-jobs-done-teaches-us-our-users-www-yo

ursproductly-com-/● http://image-store.slidesharecdn.com/8d436f9d-5d3d-4e28-8a92-cf32c34cc0e

1-original.jpeg● http://jobstobedone.org/