Finding the Right Job for Your Product

摘要: The way a company views its markets determines what it decides to produce, how will take those products market, who believes competitors be, and large market opportunities be. Most companies segment along lines defined by the characteristics of their (category or price) customers (age, gender, marital status income level) because that is most easily accessible type data, but product customer are poor indicators behavior not structured from customer?s perspective. Customers simply need get things done, whether be fixing car, staving off boredom, finding something fun do with kids. These situational needs for which looking ?hire? services go unnoticed during traditional research segmentation. As result, true breadth competition often goes too. When understand they up against in mind customer, can piece together real size compete. Using examples fast food industry, furniture retailing, automobile industry health care, citing wide variety brands, including FedEx, Starbucks, Google, Blackberry, TurboTax OnStar, this article describes benefits executives reap when job (the risk cost innovation minimized), methods involved marketing new-product development use identify job-based structure (interviews, surveys, observation, empathic co-evolution techniques), details business plans made more coherent focused innovators done.