I'm seeing the Innovator's Solution again in my feed. It made me reach back to this time I got to ask Clay a question on a live stream.
His answer is applicable to make sense out of what is happening with so many product category walls dissolving and changing.
Q: How would you describe the difference between the low end and the high end of a market when the market is defined by a job to be done instead of a product category?
Clay Christensen: It's a fantastic question. The best answer that I can give at this point is that, in the original theory of disruption, the vertical axis was the functionality of the product — how well did it perform on a dimension of performance that was measurable.
When you compete around a job to be done, the vertical axis is very, very hard to define. It's like you can never overshoot what a company is trying to do on the dimension of "have they nailed the job perfectly."
So, an interesting example. If I want to come back to Ikea. In Beijing, where now Ikea has a number of stores, people living in those cramped quarters, most of them don't have tools like screwdrivers or hammers, and you've got to assemble some of that stuff. And there was a whole population of people who just couldn't buy anything from Ikea because there was no way to assemble it.
And so Ikea then developed a new division of people who, if you need their help, just sign up before you leave the place, and they will show up at this time at your apartment, and they will do it for you.
And as Ikea has learned more and more about the job to be done, there are many more things that they could offer to get the job done. And so it's hard even to measure what's on the vertical axis, and it's hard to overshoot what the customer needs.