I came across this article by Clayton Christensen entitled, "Finding the Right Job for Your Product" . It presents a perspective of carving out the market by thinking about the job your idea performs for customers. I'm a fan of the market carving a la "market fishbone" exercise, but I must admit I don't see the uniqueness in this approach. Is this not simply segmentation by context/application, or simply stated, "how will the customer use the product?"
Even so, the strength of the article is not lost. It reminds us how important it is to dive into the details by asking and examining the customer environment . In doing so, you expand the market potential beyond your product category.
Have a read through the article - if you prefer, you can access the full length version through innovationtools.com (link at the end of the article).
I'd love to hear your thoughts.
Wendy
author/advisor/lady with the flipcharts
www.wendykennedy.com
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