Heart rate training roy benson pdf

About 95 percent of new heart rate training roy benson pdf fail. The problem: outdated thinking about marketing. Clayton Christensen argues it’s time for companies to look at products like customers do–as a way to get a job done.

Van den Steen, Eric J. It’s time for companies to look at products the way customers do: as a way to get a job done. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either dividing the market into product categories, such as function or price, or dividing the customer base into target demographics, such as age, gender, education, or income level. Unfortunately, neither way works very well, according to Harvard Business School professor Clayton Christensen, who notes that each year 30,000 new consumer products are launched—and 95 percent of them fail. The problem is that consumers usually don’t go about their shopping by conforming to particular segments.

Rather, they take life as it comes. And when faced with a job that needs doing, they essentially “hire” a product to do that job. To that end, Christensen suggests that companies start segmenting their markets according to “jobs-to-be-done. It’s a concept that he has been honing with several colleagues for more than a decade.