The Responsibility Of Business Organizations
«What they [business organizations] really need to home in on is the progress that the customer is trying to make in a given circumstance — what the customer hopes to accomplish. This is what we’ve come to call the job to be done.» — Clayton Christensen, Know your customers job to be done, https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
A person solves these jobs in her life / reaches her goals through her behaviors. She hires an organization’s products and/or services because of the processes these offer that allow for different types of transactions and behaviors. These processes are themselves limited to what the current technology can offer.
And hence a person’s behavior is limited to the technology that is available and our business organizations’ imagination to utilize these technologies.
The responsibility of a business organization is therefore to continuously imagine how customer jobs, behaviors, processes and technologies can improve and what kind of customer value they can incentivize.
And work hard to continuously maximize their relationship with the customer through the solutions/processes/transactions that their technologies can offer.