When You have the Technology for Disruptive Innovation, What Do You Do?

Chet Huber, former President and CEO of GM’s ONStar, shares that the technology for disruptive innovation is a dangerous thing as the “…technology business is seductively open-ended. It’s like, what do you want to do next? We could do anything next!”

So what do you do?

You focus on helping your customers achieve their goals. You employ the:

…”jobs-to-be-done” theory, which posits that customers essentially “hire” products to perform a particular job, and that it behooves companies to focus on the job rather than the product. For Project Beacon, which would become OnStar, that job was to provide peace of mind.

Fantastic read.

Via: HBS: Lessons from Running GM’s OnStar.

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Brian Ling (Design Sojourn)

Brian is a multidisciplinary Design Leader with more than 18 years of experience leading strategic design programs that drives successful Brands and Fortune 500 businesses such as GE, Philips, Nakamichi, Flextronics, Ericsson, Hannspree, and HP. His passion is in helping organisations leverage on Design Driven Innovation to make people’s lives better.

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