A Quote by Clayton M. Christensen
If you understand cause and effect, it brings about a set of insights that leads you to a very different place. The knowledge will persuade you that the market isn't organized by customer category or by product category. If you understand the job that consumers need to complete, you can articulate all of the experiences in that job.
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When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the job the customer needs to get done.
Consumers will purchase high quality products even if they are expensive, or in other words, even if there are slightly reasonable discount offers, consumers will not purchase products unless they truly understand and are satisfied with the quality. Also, product appeal must be properly communicated to consumers, but advertisements that are pushed on consumers are gradually losing their effect, and we have to take the approach that encourages consumers to retrieve information at their own will.
The privilege of privilege is that the terms of privilege are rendered invisible. It is a luxury not to have to think about race, or class, or gender. Only those marginalized by some category understand how powerful that category is when deployed against them.
When your practice has led you to experiences that you can't understand, you need a better theory. Otherwise, if you try to understand these transcendent experiences with 'profane' or, we might say, 'materialistic' ways of thinking, your cultivation will be set back.
It turns out that is exactly what product strategy is all about—figuring out the right product is the innovator’s job, not the customer’s job.
If you invest the time to understand the customer better than they know themselves, if you know the things they want or need even if they can't articulate it, you can begin to develop a good sense as to where there really are unmet needs in the market.
A successful business must have a sound knowledge of its market and work on how its product or service will be different, stand out and improve people's lives. If you can ensure it responds to a real need in the market place, your business can punch well above its weight.
You may say, 'Well, dragons don't exist.' It's, like, yes they do - the category 'predator' and the category 'dragon' are the same category. It absolutely exists. It's a superordinate category. It exists absolutely more than anything else. In fact, it really exists.
The sad thing about our society is that women are put in one of two categories. You're either in the beautiful category and you're seen as sexy and beautiful, or some version of that, or you're put into another category... The latter category affords women the opportunity to be smart, funny, independent, mean, strong, intelligent and opinionated. We take them seriously as politicians, if they fit into that latter category. We respect their opinions more and give them higher expectations. That latter category is what allows female actors to be characters.
When people hear our record, they're not going to be able to put us into the 'New Metal' category or the 'pop-punk' category or the 'aggressive emo' category. I think people will be able to take it for what it is.
My normal weight category is 48 kg. So for the 51 kg. category, I had to depend on lots of food and drinks before going in for the weigh-in. But that does not make my strength, my muscles. It's a little bit different. If there's a 48 kg. category, it's a perfect fit for me.
When you improve your product so it does the customer's job better, then you gain market share.
I've got the greatest job in the world. There's no other job in government where cause and effect is so tightly coupled where you can make a difference every day in so many different ways and in so many different people's lives. It's a great challenge.
As a believer in the free market, the sooner you have people with a job - the better chance they have a job, the sooner they are employed - the sooner they become consumers. And the sooner they become consumers, the sooner they become deciders about their own health care decisions.
My audience is comprised of three categories. The first category contains the people who decide after the first five minutes that they've made a mistake and leave. The second category is the people who give the film a chance and leave annoyed after 40 minutes. The third category includes the people that watch the whole film and return to see it again. If I'm able to persuade 33% of the audience to stay, then I can say that I've succeeded.
Your business should be defined, not in terms of the product or service you offer, but in terms of what customer need your product or service fulfills. While products come and go, basic needs and customer groups stay around, i.e., the need for communication, the need for transportation, etc. What market need do you supply?
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