Jobs-to-be-done: The Cure for B2B Myopia

Harvard professor Levitt began the JTBD discussion by teaching that the railroad industry should consider itself as the transportation industry..

Modern “Jobs-to-be-Done” (JTBD) thinking began with the most popular HBR article ever written: Ted Levitt’s “Marketing Myopia.” It begins this way: “Every major industry was once a growth industry. But some that are not riding a wave of growth enthusiasm are very much in the shadow of decline. Others, which are thought of as seasoned ... Read More

Stop Stifling B2B Organic Growth with 2nd Order Effects

What’s the next domino? Why business leaders should think about 2nd order effects

In a complex system—like your business—every action leads to a second-order effect (SOE). Some are unknowable. Others are easily predicted but routinely ignored by business leaders. We’ll explore success-stunting SOE’s you should avoid… and a 5th order plan for your B2B organic growth. A college student studies hard, gets good grades (second-order effect), and begins ... Read More

Accelerate New Product Innovation

How-B2B-Business-Leaders-Can-Accelerate-New-Product-Growth-16x9

How critical is speed to new product innovation? Imagine a project that leads to new product sales of $5 million per year, with average profit margins. What’s the net present value of launching this product just one month earlier? $80,000! That’s $4000 per business day. Think we could use a little more urgency for new ... Read More

Disrupt Low Margins with Consumption Jobs

Competing in Declining Markets

The “consumption job” may be the most important concept that you’ve never heard of. Consider this. We are all unique, or we think we are, with this problem: our products are becoming more and more like commodities. You know, gasoline, steel, top soil. Our superior product dreams are trampled under the heavy feet of commoditization. ... Read More