The Practical Innovator's Guide to Customer-Centric Growth

The Practical Innovator's Guide to Customer-Centric Growth

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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Marketing, Milkshakes and Innovation

Marketing, Milkshakes and Innovation

Mike Boysen's avatar
Mike Boysen
Aug 20, 2013
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The Practical Innovator's Guide to Customer-Centric Growth
The Practical Innovator's Guide to Customer-Centric Growth
Marketing, Milkshakes and Innovation
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As many of you know, I’m a fan of innovation; whether its product innovation, service innovation or innovative marketing. I’ve embraced the tenants of low-end market disruption as espoused by Clayton Christensen, but I’ve also embraced the systematic innovation framework written about by Tony Ulwick and Lance Bettencourt, called Outcome-Driven Innovation TM (ODI). Both parties articulate their theories and frameworks around something most others ignore: the job that the customer is trying to get done.

Christensen has framed the job-to-be-done concept around a compelling story about milkshakes. The reason it is so compelling is not only because he’s such a great story teller; it’s because we can all relate to the object he is talking about. I think it’s safe to assume we’ve all had a milkshake at one time or another (the lactose intolerant excluded). The premise of the story is about a fast food franchise that was trying to understand how it could sell more milkshakes (as investigated b…

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