Ai august vision fund jony ive1/7/2024 A lot of different jobs essentially that are being done. Some people are going there to do work outside of the office. On the other hand, some people are going to Starbucks to eat, and have casual conversations with friends. So if you work for Starbucks for example, yes there are people who just want to get a coffee on their way to work and so maybe you do have the drive-through. This can help reframe what business you’re in. A job is defined as “progress a person is trying to make in a particular circumstance.” And the example that’s often given is “people want quarter-inch holes, not quarter-inch drills.” So it teaches a company to think not so much in terms of product specs, but about what the customer is trying to get done, and think about it in a very broad way. It’s an outside view as opposed to a company’s inside view. Steve Milunovich, UBS: So in the “Jobs Theory,” which is being propagated currently by Clay Christensen at the Harvard Business School, but there are others that speak to similar principles, the innovators have to understand the job customers are trying to get done. The iPod solved the limitations of the Walkman before anyone else realised consumers were frustrated at how little music a Walkman could handle, for instance.īusiness Insider asked Milunovich if he would expand on this “jobs theory.” In our conversation, he talks about where he thinks Apple is going, Tim Cook’s leadership, the threat of turning into Microsoft, and the danger of design chief Jony Ive leaving the company. (Think about Microsoft’s historic misunderstanding of the fact that consumers do not need a keyboard on a smartphone.) The companies that can identify the “jobs to be done” are the ones that succeed. Some companies are so focused on making things they don’t truly understand why consumers actually buy their stuff. The key to the theory is how companies identify the jobs consumers need products to do for them. Milunovich is interested in a theory about why some companies are more successful than others. By the company’s own design, it is not clear what that plan might be. Even the iPhone, the single most popular computing device on the planet, is in decline.Īpple needs a plan. Apple dominates the tech world now, but that world is shifting away from devices to “ambient” software, and away from iOS to Android. But the analyst was hoping Cook might give some clues as to how Apple thinks it will develop strategically. And Milunovich didn’t expect him to spill the beans. Cook rarely describes what Apple will do in the future.
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