Identifying Customer Needs
Clayton M. Christensen is a professor of business administration at the Harvard Business School. He is the bestselling author of five books, including his seminal work, The Innovator's Dilemma, which received the Global Business Book Award for the best business book of the year, and most recently, The Innovator's Prescription, which examines how to fix our healthcare system. Christensen serves on several public and privately traded boards and is the founder of a successful consulting company and an investment management firm. He holds a B.A. with highest honors in economics from Brigham Young University and an M.Phil. in applied econometrics and the economics of less-developed countries from Oxford University, where he studied as a Rhodes Scholar; he received an MBA with high distinction from the Harvard Business School in 1979, graduating as a George F. Baker Scholar, and was awarded his DBA from the Harvard Business School in 1992.
Question: How can company identify future customer needs?
Christensen: There is a concept from our research that really has proven to be powerful, and that is that the customer is the wrong unit of analysis when you’re trying to innovate, and that goes against the gospel that’s taught in most business schools and marketing programs. But rather than the customer you need to understand what it is the customer is trying to accomplish. What’s the job that the customer is trying to get done? And the job is a very stable thing. It exists whether or not there is a market for products that could be hired to do the job. And if you just start [cognoscente] of watching what people do and asking yourself, I wonder why she is trying to do that? You know, what’s she trying to accomplish through this, whatever it is she’s doing? You know, for example, there’s been a job forever, which is I’ve got to get this from here to there, with perfect certainty, as fast as possible. And that need has always existed out there, disembodied. You think of, you know, the game board, The Game of Life? It’s got all these serpentine paths across The Game of Life and you land on this space and you find yourself needing to get something done. Well, that’s actually not a bad representation of the way the world works, you know? I as a consumer one day may not need to get this from here to there with perfect certainty, as fast as possible, but, on occasion, I land on that space and I do. And so, then I ask myself, gosh. What can I hire to get this job done? And I look around and, gosh, back in Julius Caesar’s day, the only thing you could hire was a horseman with a chariot, and you’d give it to him and send him off over the hill and hope he got there safely. And then airmail coalesced, and you could hire airmail to get this from here to there, with perfect certainty, as fast as possible, and it wasn’t very certain or fast. And then FedEx came in, with a system that really does the job just about as fast and as certainly as anyone can possibly do it. And so, the job has always been there. It’s stable. You can, if you’re looking for it, you can see that the job is there. And then, as products and services were developed to do the job, a market emerges. But that’s the kind of mindset you have to have. In the automobile industry, there everybody makes cars, and everybody’s trying to copy the best features of everybody else’s cars and, as a consequence, they’re very difficult to differentiate. But if you watch what people are trying to accomplish when they drive a car, there are about six jobs for which a car is hired, and one of those jobs is, I’m a salesperson, I’m a service person, and I’ve got to work out of my car. My car is my office. And you look around, there are no cars that are designed to be an office, even though there are between 5 and 8 million people a year who have to work out of their car, you know? So, they’ll go to the dealer and buy a one size fits none automobile, chisel them down on the price as far as they can go, and then as soon as they drive off the lot, they begin spending thousands of dollars every year trying to transform the car into an office. So, to get access to the internet, they’ve got to pull over to Starbucks to use the T-Mobile hotspot. They’ve got their BlackBerry and they’re just pecking out answers to their e-mails. At 11:00, they’ll just go to the back tables of McDonald’s and spread all their paper out to fill out their expense reports and the customer progress reports. They stop at a traffic light and the notebook computer falls onto the floor because there’s no docking station there. They’re driving with one hand, talking on the phone with another, you know? They’re spending a lot of time and effort trying to transform the car into an office because no car company designed a car to do the job well. But if the car companies would… And this job exists, you know? It’s, there’s no market yet because nobody’s developed a product for that job, but just watching what people are doing, you can imagine what extraordinary opportunities a car company would have to design the cockpit of a car to work perfectly as a mobile office.
The Harvard Business School professor on how to predict future customer behavior.
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What is human dignity? Here's a primer, told through 200 years of great essays, lectures, and novels.
- Human dignity means that each of our lives have an unimpeachable value simply because we are human, and therefore we are deserving of a baseline level of respect.
- That baseline requires more than the absence of violence, discrimination, and authoritarianism. It means giving individuals the freedom to pursue their own happiness and purpose.
- We look at incredible writings from the last 200 years that illustrate the push for human dignity in regards to slavery, equality, communism, free speech and education.
The inherent worth of all human beings<p>Human dignity is the inherent worth of each individual human being. Recognizing human dignity means respecting human beings' special value—value that sets us apart from other animals; value that is intrinsic and cannot be lost.</p> <p>Liberalism—the broad political philosophy that organizes society around liberty, justice, and equality—is rooted in the idea of human dignity. Liberalism assumes each of our lives, plans, and preferences have some unimpeachable value, not because of any objective evaluation or contribution to a greater good, but simply because they belong to a human being. We are human, and therefore deserving of a baseline level of respect. </p> <p>Because so many of us take human dignity for granted—just a fact of our humanness—it's usually only when someone's dignity is ignored or violated that we feel compelled to talk about it. </p> <p>But human dignity means more than the absence of violence, discrimination, and authoritarianism. It means giving individuals the freedom to pursue their own happiness and purpose—a freedom that can be hampered by restrictive social institutions or the tyranny of the majority. The liberal ideal of the good society is not just peaceful but also pluralistic: It is a society in which we respect others' right to think and live differently than we do.</p>
From the 19th century to today<p>With <a href="https://books.google.com/ngrams/graph?year_start=1800&year_end=2019&content=human+dignity&corpus=26&smoothing=3&direct_url=t1%3B%2Chuman%20dignity%3B%2Cc0" target="_blank" rel="noopener noreferrer">Google Books Ngram Viewer</a>, we can chart mentions of human dignity from 1800-2019.</p><img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yNDg0ODU0My9vcmlnaW4ucG5nIiwiZXhwaXJlc19hdCI6MTY1MTUwMzE4MX0.bu0D_0uQuyNLyJjfRESNhu7twkJ5nxu8pQtfa1w3hZs/img.png?width=980" id="7ef38" class="rm-shortcode" data-rm-shortcode-id="9974c7bef3812fcb36858f325889e3c6" data-rm-shortcode-name="rebelmouse-image" />
American novelist, writer, playwright, poet, essayist and civil rights activist James Baldwin at his home in Saint-Paul-de-Vence, southern France, on November 6, 1979.
Credit: Ralph Gatti/AFP via Getty Images
The future of dignity<p>Around the world, people are still working toward the full and equal recognition of human dignity. Every year, new speeches and writings help us understand what dignity is—not only what it looks like when dignity is violated but also what it looks like when dignity is honored. In his posthumous essay, Congressman Lewis wrote, "When historians pick up their pens to write the story of the 21st century, let them say that it was your generation who laid down the heavy burdens of hate at last and that peace finally triumphed over violence, aggression and war."</p> <p>The more we talk about human dignity, the better we understand it. And the sooner we can make progress toward a shared vision of peace, freedom, and mutual respect for all. </p>
Researchers dramatically improve the accuracy of a number that connects fundamental forces.
- A team of physicists carried out experiments to determine the precise value of the fine-structure constant.
- This pure number describes the strength of the electromagnetic forces between elementary particles.
- The scientists improved the accuracy of this measurement by 2.5 times.
The process for measuring the fine-structure constant involved a beam of light from a laser that caused an atom to recoil. The red and blue colors indicate the light wave's peaks and troughs, respectively.
Scientists at Washington University are patenting a new electrolyzer designed for frigid Martian water.
- Mars explorers will need more oxygen and hydrogen than they can carry to the Red Planet.
- Martian water may be able to provide these elements, but it is extremely salty water.
- The new method can pull oxygen and hydrogen for breathing and fuel from Martian brine.
The WashU electrolyzer<iframe src='https://mars.nasa.gov/layout/embed/model/?s=6' width='800' height='450' scrolling='no' frameborder='0' allowfullscreen></iframe><p>The WashU electrolyzer—it has no snappy acronym yet—will not be the first device capable of extracting oxygen from Martian water. That honor goes to the Mars Oxygen In-Situ Resource Utilization Experiment, or <a href="https://mars.nasa.gov/mars2020/spacecraft/instruments/moxie/" target="_blank">MOXIE</a>, which is en route to Mars onboard NASA's <a href="https://mars.nasa.gov/mars2020/" target="_blank">Perseverance</a> rover. The rover was launched on July 30, 2020. It will arrive on February 18, 2021, and will perform high-temperature <a href="https://en.wikipedia.org/wiki/Electrolysis_of_water" target="_blank">electrolysis</a> to extract pure oxygen, but no hydrogen.</p><p>In addition to being able to capture hydrogen, the WashU system can even do a better job with oxygen than MOXIE can, extracting 25 times as much from the same amount of water.</p><p>The new system has no problem with Mars' magnesium perchlorate-laced water. On the contrary, the researchers say it ultimately makes their system work better since such high concentrations of salt keep water from freezing on such a cold a planet by lowering the liquid's freezing temperature to -60 °C. He adds it may "also improve the performance of the electrolyzer system by lowering the electrical resistance."</p><p>Cold itself is no issue for the WashU system. It's been tested in a sub-zero (-33 ⁰F, or -36 ⁰C) environment that simulates Mars'.</p><p>"Our novel brine electrolyzer incorporates a lead <a href="https://www.sciencedirect.com/science/article/abs/pii/S0926337318311299" target="_blank">ruthenate pyrochlore</a> <a href="https://en.wikipedia.org/wiki/Anode" target="_blank" rel="noopener noreferrer">anode</a> developed by our team in conjunction with a platinum on carbon <a href="https://en.wikipedia.org/wiki/Cathode" target="_blank">cathode</a>," explains Ramani. He adds, "These carefully designed components coupled with the optimal use of traditional electrochemical engineering principles has yielded this high performance."</p>
Back home<p>"This technology is equally useful on Earth where it opens up the oceans as a viable oxygen and fuel source," Ramani notes. His colleagues forsee potential applications such as producing oxygen in deep-sea habitats with ample water available, such as underwater research facilities and submarines.</p><p>The study's joint first author Pralay Gayen says that "having demonstrated these electrolyzers under demanding Martian conditions, we intend to also deploy them under much milder conditions on Earth to utilize brackish or salt water feeds to produce hydrogen and oxygen, for example, through seawater electrolysis."</p>
Scientists find that bursts of gamma rays may exceed the speed of light and cause time-reversibility.
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- The finding doesn't go against Einstein's theory because this effect happens in the jet medium not a vacuum.
Jet bursting out of a blazar. Black-hole-powered galaxies called blazars are the most common sources detected by NASA's Fermi Gamma-ray Space Telescope.
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Pfizer's vaccine needs to be kept at -100°F until it's administered. Can caregivers deliver?
- Fair distribution of the Moderna and Pfizer vaccines is especially challenging because they need to be stored at extremely cold temperatures.
- Back in 2018, the WHO reported that over half of all vaccines are wasted worldwide due to lack of cold storage, and they were only talking about vaccines that need to be chilled or kept at standard freezer temperatures.
- Real-time logistics data, location tracking, and information about movements are crucial to track shipment progress, product temperature and other conditions.