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