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The Customer-Centered Innovation Map (Spanish version)
Bettencourt, Lance A.; Ulwick, Anthony W.Article HBS-R0805HStrategy(1) defining the objectives, (2) locating the necessary inputs, (3) preparing the physical environment, (4) confirming that everything is ready, (5) executing the task, (6) monitoring its progress, (7) making modifications as necessary, and (8) concluding the job. Job mapping differs substantively from process mapping in that the goal is to identify what customers are trying to get done at every step, not what they are doing currently. For examp...Starting at €8.20
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The "New You" Business
Bettencourt, Lance A.; Pine, B. Joseph, II; Gilmore, James H.; Norton, David W.Article HBS-R2201D-EStrategyAll too often fitness centers, medical providers, colleges, and organizations in many other industries seek to distinguish themselves only on the quality, convenience, and experience of what they sell, say the authors. It's not that those things aren't important. But they matter only as means to the ends that people seek. Too many organizations lose sight of this truth. Even when they do promote what they sell in relation to consumers' aspiration...Starting at €8.20
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Innovating on the Cheap
Bettencourt, Lance A.; Bettencourt, Scott L.Article HBS-R1106F-ENo investment in innovation is ever a sure bet. Typically, innovation success rates are low, and returns are slow to materialize-if they're generated at all. This makes innovation initiatives hard to justify when money is tight. But even then, it's still possible to launch new offerings that excite customers. The trick is to find the promising assets you already have in hand. According to strategy consultant Lance Bettencourt and consumer-product...Starting at €8.20
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The Customer-Centered Innovation Map
Bettencourt, Lance A.; Ulwick, Anthony W.Article HBS-R0805H-EThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. We all know that people "hire" products and services to get a job done. Surgeons hire scalpels to dissect soft tissue. Janitors hire soap dispensers and paper towels to remove grime from their hands. To find ways to innovate, it's critical to deconstruct the job th...Starting at €8.20