Competing Against Luck

PICA: “Perspective, Insight, Context, and Analysis.”

You can only shape the experiences that are important to your customers when you understand who you are really competing with. That’s how you’ll know how to create your résumé to be hired for the job. And when you get that all right, your customers will be more than willing to pay a premium price because you’ll solve their job better than anyone else.

because they assumed themselves to be in the railroad business rather than in the transportation business.”

If a CEO declared a set of priorities and goals that didn’t match those particular courses, they weren’t going to be hired. So FranklinCovey revised its approach: instead of selling courses, it now sells subscriptions that provide customers with nearly unlimited access to all its courses and content. Moreover, this content can be formulated into courses, bite-size learning modules, single-point lessons a leader might utilize to start a staff meeting, etc., and can be utilized across a range of delivery modalities. That way, the chief learning officer has access to whatever tools he or she needs in whatever circumstances arise. “Here’s the whole library! How can we help you resolve whatever jobs arise in your life this year?”

What causes a customer to purchase and use a particular product or service?
We believe Jobs Theory, at last, provides an answer.

As W. Edwards Deming is also credited with observing, every process is perfectly designed to deliver the results it gets. If we believe that innovation is messy and imperfect and unknowable, we build processes that operationalize those beliefs.

The Signal and the Noise: Why So Man

ells you why

the masses and masses of data that companies accumulate are not organized i

In a recent McKinsey poll, 84 percent of global executives acknowledged that innovation is extremely important to their growth strategies, yet a staggering 94 percent were unsatisfied with their own innovation performance.