At heart this is a marketing book, with with the key concept that you need to build something which: * Entices
* Enriches your users. This is highly relevant to services and the concept of co-value generation.
What I found useful This book gives a great insight into the economy of intangibles – design, branding, software, knowledge etc – something that is often ignored. A lot of the thinking is applicable to services and the service economy. In particular, we can use the author’s 4 S model of intangibles to understand services […]
Christensen, C. M., Dillon, K., Hall, T., Duncan, D. S. (2016)
Defines and describes Jobs to be done theory. Here we step outside the view of trying to find innovations based on knowledge of our customers segmentation or traits. And instead wonder what job it is they are hiring us to do for them. For me, this also sits at the heart of service-dominant logic. Once […]
Takes the Rogers' work on adoption/diffusion and shows there is a vast chasm between the early adopters and the early majority (focussed more on technology innovation). This chasm needs to be narrowed. Moore's work comes from a marketing background which is beneficial in thinking of adoption elements as customer segments. There are plenty of example of successes and failures.
Introduces Hassle Maps (noted in http://solvinnov.com/phenomenologically-determined/ ) Make it magnetic Fix the Hassle Map Build a complete back-story Find the triggers Build a steep trajectory De-average Hits: 36