Reading Notes on "disturbance"

Clay Christensen, a professor at Harvard Business School, is the author of the innovator's dilemma and the innovator's solution. When talking about Ott in the industry, he often mentions his arguments. Recently, it seems that his interview transcript is Clay.
Christensen on the news industry: "We didn't quite understand... How quickly things fall off the cliff "(Oct. 18,201 2, A.M.), which is for the newspaper and news industry, made the following notes.

Clay's basic point of view: Focus on the jobs your customers hire you to do, and work in a new position that can make you better. Successful companies generally regard the less-focused parts of customers as valuable elements of their products. If the two perceive a large gap, the business will fail. Establish an independent business that focuses on challenging your disruption to get benefits, allow competition to succeed and surpass the parent company, and even operate within your business system. Disrupt yourself before others disturb you.

Disturbing competition, technology allows new competitors to compete with old manufacturers, and is a new type of competition. Old enterprises initially determined that the quality of new competitors was low and there was no mistake. However, disruption occurs when the traditional quality definition standards change, and speed, low price, and efficiency become valuable. From these places, new competitors start to make profits and develop high-end markets. (For example, Japanese cars compete for American cars)

Despite increasing interference, the core business continues to maintain considerable profits for a long period of time. When these disturbances are good enough to address consumer needs, they will soon and suddenly, the original fall cliff. You won't notice until the end.

Neglect or lack of action.The main business is in non-linear decline. This is related to what people think is quality. Detroit's automakers believe they are improving the quality of their cars and will not be disturbed by smaller Japanese automakers. The same is true for the newspaper and news industry. It is believed that these jammers are of low quality and are insufficient to attract real attention.

Many things are task/mission-driven. Reporters do not need to consider how to maximize profits, at least from a business perspective. What they see on their own is a task. Will this limit them to adapt or think "the way we do things now is no longer sustainable ".

Reporters are indeed mission-driven, not just them, but also doctors. Technology allows nurses to provide higher and higher quality care, but doctors look down on nurses. If they give care to "Low Quality" care providers, they think their mission is compromised. In each case, the response of a business leader is to prove why they don't need to change, and everyone else is wrong. Constantly modify the definition of quality, so there is no need to worry. This situation may continue.

New Way of Thinking: Jobs to be done. The market does not need to make statistics on how your newspaper or product meets certain types of people, but "jobs to be done". We fill in jobs in our life and your products fill in jobs for me. I need to read. I am very idle. Your product helps me to fill in this 10 minutes. New technologies can help you do better. The newspaper media did not make good use of these new customers to help them do better. At the same time
Birds is competing. When you look for something to do, most of the tasks include fast and summative tasks. You need to fill in the small windows of every day, especially on mobile devices.

In the 1920 s, because there were too many newspapers for reading in New York, times was founded as an aggregation. This is not a new job, or a recent job, but a technology that makes the original job better. If I have 10 minutes, please tell me what happened in the world or the news related to me. Now, the platform can provide a good aggregation function, and it still needs to be continuously improved to ensure that quality news is provided.

In the US presidential election, Romney only lost about 20% of the women's votes in 35-55. According to demographic segmentation statistics, it is necessary to find what they have in common and then provide what everyone needs, however, they have nothing in common, except for Demographic statistics (35-55 female voters ). Among the voters, there are different jobs to be done, which we are trying to understand. However, many news media are wondering how to attract lost young people and professionals? (Wei: Do you need to change from traditional classification statistics)

Success stories of New Thinking. In the face of damages, a few successful live concurrency programs have been well developed, such as the news media's Washington Post, to carry out online learning and teaching. What they need to do is teaching, and teaching can be done through newspapers or the Internet. Therefore, the decline in sales of Washington Post does not have much impact. They have the resources to do a lot of things and do well. However, most of the situations are not optimistic, and managers are aware of the interference, but they are not doing anything, because data is clear only when the game ends.

How to deal with disturbance?The establishment of a disturbance department using new technologies needs to be separated from the original company, otherwise the original history will penetrate into the new department. Even if it gets started, the original will regard it as a competitor, and there will be politics in the company. Many examples show that new technologies interfere with the separation of departments or subsidiaries from the original ones.

Due to the cost problem, some companies operate new structures in the old system. This does not solve the problem. The solution is to make profits for the new system to solve the operation cost. Working in the old system is like thinking about who we want to bring from scratch, repairing and repairing the old system to create a so-called new organization, and completely operating independently, thinking about what we want to create to compete. These are two completely different perspectives, which are very important for interference Threat Response.

Meaning of understanding.Reporters are not publishers, not CEOs. If they share the same lens, they can know where you are and what changes will affect daily work and every task, and help you face industry disturbances. After this period, quality news media will survive and even flourish. Non-traditional news media, such as Twitter or Flipboard, are also starting to create original content or provide space for original content. These competitors will also move to the upstream market, we may provide new news that we do not know.

What should I do if I have been disturbed?Back to the news industry, we are already faced with disruption. What should we do at this stage? The newspaper has been disturbed, but it will not disappear overnight. What we need to do is to make the core business healthy, that is, to reduce the size of the newspaper to be able to establish its own foothold. (Wei: Lang Xianping once said that he should be professional, not big but complete ). Bonneville
In the example of communications and the deseret news, 100 people were laid off in half, driven by jobs to be done. Many people need to keep in touch with their hometown, now the number of employees has increased to 400. If you look at the world from jobs to be done, you can find that you did not see it.

As a general rule. Most of our markets are prosperous and there is no recession. The newspaper industry is also developing industry, without recession, but the industry they recognize is declining. If they think about which jobs can be solved seriously, it will lead to opportunities.

Wei: jobs to be done look at different ways. We usually look at an industry by means or by means, rather than by purpose. Newspapers are just means and carriers, not the purpose of news. We often look at what we are looking at, rather than what we are looking at, which limits why we can adopt a way of vision.

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