{"id":6292,"date":"2020-02-19T07:52:47","date_gmt":"2020-02-19T07:52:47","guid":{"rendered":"https:\/\/innovationlab.net\/?p=6292"},"modified":"2021-12-17T09:22:13","modified_gmt":"2021-12-17T08:22:13","slug":"disruption-jobs-to-be-done-faa-styr-paa-begreberne","status":"publish","type":"post","link":"https:\/\/innovationlab.dk\/blog\/disruption-jobs-to-be-done-faa-styr-paa-begreberne\/","title":{"rendered":"Disruption & Jobs-to-be-done: F\u00e5 styr p\u00e5 begreberne"},"content":{"rendered":"

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Clayton Christensen er en af de vigtigste – hvis ikke d\u00e9n vigtigste bidragsyder – til den m\u00e5de, vi i dag t\u00e6nker p\u00e5 innovation, disruption og udvikling. Han er desv\u00e6rre for nyligt g\u00e5et bort i en alder af 67 \u00e5r, men hans arbejde vil have stor effekt p\u00e5 m\u00e5den, vi arbejder p\u00e5, i mange \u00e5r fremover.\u00a0<\/span><\/p>\n

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Hans teori omkring disruption har v\u00e6ret med til radikalt at \u00e6ndre m\u00e5den, vi arbejder med ny teknologi p\u00e5. Den er hurtigt blevet et buzzword og bruges flittigt, s\u00e5 snart snakken falder p\u00e5 udvikling og innovation. Christensen f\u00f8lger disruption-begrebet op med teorien om Jobs-to-be -done, som han har udbredt, og som m\u00e5ske er verdens bedste redskab til praktisk innovation.\u00a0<\/span><\/p>\n

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Men som det s\u00e5 ofte er med buzzwords, bruges de i fl\u00e6ng af folk, der ikke har sat sig ind i deres egentlige betydning. Derfor bliver de meningsfulde og nyt\u00e6nkende begreber pludselig til tomme floskler, som alle siger – men som ingen bruger. Det er synd, for Christensens begreber og teorier kan v\u00e6re fundamentale for din virksomheds succes, n\u00e5r du forst\u00e5r dem rigtigt. S\u00e5 hvis du er en af dem, der har h\u00f8rt om disruption utallige gange, men stadig ikke helt er med p\u00e5 betydningen, er det nu, du skal l\u00e6se med.<\/span><\/p>\n

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Hvad er disruption?<\/b><\/h3>\n

I 90erne undrede Christensen sig over, hvorfor mange veldrevne selskaber ender med at fejle. D\u00e9t, han fandt ud af, var, at strukturer i store virksomheder er et d\u00e5rligt match med de dynamikker, der g\u00f8r sig g\u00e6ldende ved <\/span>disruptive<\/span><\/i> teknologi. D\u00e9t g\u00f8r, at de bliver udkonkurreret af nye virksomheder.<\/span><\/p>\n

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Disruptive<\/span><\/i> teknologi betyder, at man opn\u00e5r et m\u00e5l med en radikal anderledes teknologi. Da gravemaskiner eksempelvis gik fra at bruge snoretr\u00e6k til hydraulik, var det en teknologi, der var <\/span>disruptive<\/span><\/i> i branchen. Det samme gjorde sig g\u00e6ldende, da radioer gik fra billedr\u00f8r til transistor, og da film gik fra dvd til streaming.<\/span><\/p>\n

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I starten kan disse nye teknologier ikke s\u00e6rligt meget og bliver ofte set som \u201dleget\u00f8j\u201d. Det g\u00f8r, at de eksisterende virksomheder fokuserer p\u00e5 d\u00e9t, de ved virker, og som de tjener penge p\u00e5. Derfor investerer de ikke tilstr\u00e6kkeligt i den nye teknologi – de tjener jo allerede godt p\u00e5 d\u00e9t, de ved, fungerer.<\/span><\/p>\n\n <\/div>[vc_video link=”https:\/\/www.youtube.com\/watch?time_continue=8&v=dp2gbWsPFgY&feature=emb_logo” el_width=”70″ align=”center” title=”Hvorfor bliver ny teknologi set som leget\u00f8j?”][\/vc_column][\/vc_row][vc_row][vc_column]

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N\u00e5r den nye teknologi bliver mere moden, st\u00e5r en ny virksomhed med de bedste kort. De er oftest mere omstillingsparate og risikovillige end en stor etableret virksomhed, s\u00e5 derfor ser man ofte nye spillere <\/span>disrupte<\/span><\/i> branchen og s\u00e6tte gamle mastodonter ud af spil. Vi har set det igen og igen – om det s\u00e5 drejer sig om hydrauliske gravk\u00f8r, transistorradioer, streamingtjenester eller et af de hundredevis af andre eksempler.<\/span><\/p>\n

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Jobs-to-be-done<\/b><\/h3>\n

Med Jobs-to-be-done-teorien tager Christensen disruption-teorien et skridt videre. Her er det centrale budskab, at du skal fokusere p\u00e5, hvad kunderne vil opn\u00e5 – ikke p\u00e5 dit produkt!<\/span><\/p>\n

Det lyder banalt, men er et utroligt effektivt v\u00e6rkt\u00f8j til at skabe succesfuld innovation. I bund og grund b\u00f8r udvikling handle om at finde et behov eller \u00f8nske, som er vigtigt for folk, og som lige nu er d\u00e5rligt l\u00f8st. Dine kunder vil ikke k\u00f8be dit produkt. De vil have et lettere, sjovere og bedre liv, og dit produkt bliver f\u00f8rst for alvor interessant, n\u00e5r det er klart, hvordan dine kunder kan f\u00e5 d\u00e9t, de dr\u00f8mmer om, gennem dit produkt.\u00a0<\/span><\/p>\n

 <\/p>\n

Hvis det skal fungere, skal \u201cJobs-to-be-done\u201d-tankegangen gennemsyre hele din virksomhed og ikke kun gemmes hen i et hj\u00f8rne som et sidste tjek vi laver, inden vi sender produktet ud til forbrugerne. Det skal v\u00e6re motivationen for, hvorfor du overhovedet skal udvikle nye produkter – hvilket job vil du hj\u00e6lpe dine kunder med at f\u00e5 gjort? Og hvordan kan et produkt hj\u00e6lpe? Og s\u00e5 skal det v\u00e6re omdrejningspunktet i kommunikationen internt som eksternt i din virksomhed. Jeres fokus b\u00f8r v\u00e6re p\u00e5 at snakke med kunderne for at forst\u00e5 deres <\/span>Jobs-to-be-done<\/span><\/i>, og samtidigt p\u00e5 at fort\u00e6lle potentielle kunder, hvordan jeres produkt hj\u00e6lper dem til at f\u00e5 deres <\/span>jobs done<\/span><\/i>.\u00a0<\/span><\/p>\n

Det var den forsimplede version. Du kan l\u00e6se meget mere om teorien og mine tanker om, hvorfor den er s\u00e5 vigtig i mit blogpost: <\/span>\u201cVerdens m\u00e5ske bedste innovationsv\u00e6rkt\u00f8j\u201d<\/span><\/a>.<\/span><\/p>\n

 <\/p>\n

Teorien om disruption har i den grad flyttet p\u00e5 vores verdensbillede. Og d\u00e9t I en s\u00e5dan grad, at det i dag virker helt naturligt for mange, hvilket m\u00e5 siges at v\u00e6re en god indikator p\u00e5, at det i sandhed er en banebrydende teori.\u00a0<\/span><\/p>\n

Teorien omkring jobs-to-be-done er et direkte svar p\u00e5, hvordan man udvikler i en verden af disruption. Fra mit perspektiv vil vi om 20 \u00e5r se tilbage p\u00e5 den med lignende selvf\u00f8lgelighed som teorien om disruption.\u00a0<\/span><\/p>\n

Det er ikke uden grund, at Clayton Christensen igennem de sidste mange \u00e5r har v\u00e6ret fremh\u00e6vet som en af de allermest indflydelsesrige t\u00e6nkere inden for management-genren og i s\u00e6rdeleshed inden for innovation.\u00a0<\/span><\/p>\n

Selvom Christensen desv\u00e6rre er g\u00e5et bort, lever hans tanker videre. Hvis du ikke allerede har gjort det, vil jeg opfordre dig til at l\u00e6se hans b\u00f8ger. Et godt sted at starte er \u201dThe Innovators Dilemma\u201d og \u201dCompeting Against Luck\u201d.<\/span><\/p>\n\n <\/div>[\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

Disruption har l\u00e6nge v\u00e6ret p\u00e5 alles l\u00e6ber og bliver nu hastigt efterfulgt af ophavsmandens nyeste teori om Jobs-to-be-done. Men hvad indeb\u00e6rer begreberne, og hvilken betydning har de for dig?<\/p>\n","protected":false},"author":30,"featured_media":6298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[11],"tags":[],"acf":[],"yoast_head":"\nDisruption & Jobs-to-be-done: F\u00e5 styr p\u00e5 begreberne - Innovation Lab<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innovationlab.dk\/blog\/disruption-jobs-to-be-done-faa-styr-paa-begreberne\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disruption & Jobs-to-be-done: F\u00e5 styr p\u00e5 begreberne - Innovation Lab\" \/>\n<meta property=\"og:description\" content=\"Disruption har l\u00e6nge v\u00e6ret p\u00e5 alles l\u00e6ber og bliver nu hastigt efterfulgt af ophavsmandens nyeste teori om Jobs-to-be-done. 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