4. 創新的目的與來源
● 創新的來源 (Schumpeter, 1942: 132)
新市場、新產品、新方法、新的供應來源、新的競爭地位
“The function of entrepreneurs is to reform or revolutionize the pattern of
production by exploiting an invention or, more generally, an untried
technological possibility for producing a new commodity or producing an
old one in a new way, by opening up a new source of supply of materials or
a new outlet for products, by reorganizing an industry and so on.”
6. 創新目的與來源
● 創新的來源
從產官學的結合?! 以使用者為出發點的思考
Source: Etzkowitz, H., & Leydesdorff, L. (2000). The dynamics of
innovation: from National Systems and “Mode 2” to a Triple Helix of
university–industry–government relations. Research policy, 29(2),
109-123.
10. Defining the Job
● Defining the “Job ” (Christensen, et al., 2016: 27)
What cause a customer to purchase and use a
particular product or service?
❏ 客戶為什麼想要買這個產品/服務,要用他們來
做什麼?
11. Defining the “Jobs”
Christensen, et al. (2016: 27)
A job as “the progress that a person is trying to
make in a particular circumstance.”
❏ Progress-客戶所欲達成的目標或願望
❏ Circumstance-利用(產品/服務)的情境/時機
12. What is a “Job”?
● Christensen, et al. (2016: 29)
3. 不僅只是和產品/服務的功能有關,同時也包含
了社會和情感的層面
4. 發生在每天的日常生活當中,所處的狀態
(circumstance)才是創新工作的基本單元
5.會持續且經常性的發生,而非以離散的事件存在
13. What is a Job?
● What is a “Job” ?(Christensen, et al., 2016: 29 )
1. 客戶在特定的狀況下,所要尋求的某種進展
(progress)
2. 成功的創新讓消費所尋求的願望有所進展、解決
問題、並實現尚未被滿足的願望
24. 參考資料
● Christensen, C. M., Dillon, K., Hall, T., & Duncan, D. S. (2016). Competing
against luck: The story of innovation and customer choice. New York: Harper
Business.
● Moore, G. A. (2004). Darwin and the demon innovating within established
enterprises. Harvard Business Review, 82 (7-8), 86-92.
● Spiek, C., & Moesta, B. (2014). The Jobs-to-be-Done Handbook: Practical
techniques for improving your application of Jobs-to-be-Done. Middletown,
Delaware: The Re-Wired Group.
● Sehumpeter, J. A. (1942). Capitalism, socialism and democracy. New York:
Hamper Brother
● Wunker, S., Wattman, J., & Farber, D. R. (2017). Jobs to be done : a roadmap
for customer-centered innovation. New York: AMACOM.