未來經理人充電會，November 9, 2017，經理人月刊主辦。

1. 產業創新的原點-
從創新的用途理論談起
陳德釗
November 9, 2017

2. Agenda
● 創新的目的與來源
● 創新的用途理論
● Defining the job
● What is a job?
● 實務上的應用
● 討論
● 總結

3. 創新的目的與來源
Source: http://image-store.slidesharecdn.com/8d436f9d-5d3d-4e28-8a92-cf32c34cc0e1-original.jpeg

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.”

5. ● 創新的目的
發掘客戶實際需要解決的問題，提供其所需的解決方
案。
創新的目的與來源

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.

7. 創新的用途理論
● Jobs to Be Done (JTBD)

8. 創新的用途理論-Job to be Done (JTBD)
● 客戶把我們的產品和服務拿來做什麼? 用來解
決什麼樣的問題?

9. 創新的用途理論
全書的核心概念
● Job to be done (JTBD)
● Purpose brand
● The Job to be done Organization

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

14. 實務上的應用
● 請試著描述產品/服務所欲解決的問題?
Source: http://innovatorstoolkit.com/content/technique-1-jobs-be-done

15. 實務上的應用
討論
Source:http://www.atkearney.co.uk/documents/10192/698540/FG-The-Innovators-Secret-Weapon-3.png/ca1023cb-11dd-4a28-8a1a-f12e338e751
4?t=1357962356849

16. 實務上的應用
Source: https://bhc3.com/?s=jobs-to-be-done

17. 討論
Source: http://www.newmarketsadvisors.com/jobs-to-be-done.html

18. 討論
● 讓喜愛閱讀的使用者，擁有隨時隨地皆能閱讀的自由

19. 討論
● 從Amazon Kindle到 Amazon Kindle oasis
Source: https://www.amazon.co.jp/gp/product/B06XDK92KS/ref=pe_1049632_283095532_pe_ups_footer_2_2017Kindle_02

20. 總結
創新的適用理論，提供了重新認識客戶需求的新工具
● 我們的產品/服務幫助客戶在什麼樣的情境下，解決
了什麼樣的問題?

21. 總結
● 創新應當是動態且持續的過程
Source: http://web.mit.edu/6.933/www/Fall2000/teradyne/clay.html ; https://hbr.org/resources/images/article_assets/hbr/0407/R0407F_B.gif

22. 感謝您的聆聽與指教
陳德釗
derchao.chen@gmail.com

23. 參考資料

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.

25. 參考資料
● https://www.slideshare.net/bhc3/generating-opportunity-maps-with-customer-j
obs-tobedone
● http://www.thrv.com/
● http://innovatorstoolkit.com/content/technique-1-jobs-be-done
● https://medium.com/@zbigniewgecis/8-things-to-use-in-jobs-to-be-done-fram
ework-for-product-development-4ae7c6f3c30b
● http://www.newmarketsadvisors.com/jobs-to-be-done.html
● https://bhc3.com/?s=jobs-to-be-done
● https://www.linkedin.com/pulse/what-jobs-done-teaches-us-our-users-www-yo
ursproductly-com-/
● http://image-store.slidesharecdn.com/8d436f9d-5d3d-4e28-8a92-cf32c34cc0e
1-original.jpeg
● http://jobstobedone.org/