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.
Brian is the Founder and Design Director at Design Sojourn, a Design Led Innovation Consultancy. He is a multi-award winning design leader, and specialises in strategic design and innovation programs that drive successful organisations. Brian’s 20-year career in design, driven through a deep understanding of human behavior, spans over multiple domains such as consumer electronics, government, healthcare, non-profit agencies, hospitality, F&B, retail, online solutions and best in class service experiences.