Sometimes, it’s only through truly empathising with not only what a customer wants, but why they want it, that will lead to the creation of innovative experiences and products that together form the basis of new digital services. Professor Clayton M. Christensen, one of the world’s foremost experts on innovation and growth, believes executives fail because they don’t ask the question: What job would consumers want to hire a product to do? Christensen writes in his book Theory of Jobs to Be Done: “When we buy a product, we essentially ‘hire’ something to get a job done. If it does the job well, when we are confronted with the same job, we hire that same product again. And if the product does a crummy job, we ‘fire’ it and look around for something else we might hire to solve the problem.” A bold digital strategy based on a previously uncovered customer need will lead to new ways of operating and new capabilities.

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