Competing against luck
If you are looking for growth areas for your products / services, this new book by Clay Christensen says that you need to get into the head of your customers and really understand what they are looking to get done (“hire”).
Given all the hype around data and analytics it is refreshing to be told to take a “wide angle” perspective; it is not enough to hoover up all the data, run it through some fancy segmentation analysis and then add in some focus group interviews. One has to think about the context, the emotions etc. I’m not sure if any of this is really new; it kind of reminds me of design thinking. However, it’s probably a good reminder for all of those trying to think about growth and innovation.
By the way, if you are pressed for time and you want to get a flavor of the book, you may want to hear the podcast on HBR.