Develop products for the customer and not the circumstance. Communicate to the circumstance with a brand strategy. In circumstance, you want customer thinking of brand to get the job done.
- Fear of focus (worry about being too narrow)
- Demand for quantification – customers world is very different than data structure. Confines to lines along which data is available. In this way, corporate it systems are the most important contributors to failure. Data structured by product attributes. Can’t use historical data in innovation.
- Retail channels attribute focused. Sometimes you need to find new channel to customer if existing channel doesn’t accept innovation.
- Advertising requires attributes not circumstances. Communication strategies should not drive segmentation. Attributes can confuse product development teams.
Identifying disruptive footholds means identifying with specific jobs that people are trying to get done in their lives.