Category

Marketing and Branding

iced coffee

What Job Does Iced Coffee Do? A Case Study

By | Blog, Innovation and Design, Strategy, Marketing and Branding | No Comments

Taddy Hall and Karen Dillon, partners of Jobs Theory creator Clay Christensen, team up to walk through a compelling real-world application of Jobs Theory in this video. After introducing the theory, Hall applies it to a case study of International Delight’s recently introduced iced coffee line. Hall looks at the jobs performed by iced coffee in general, i.e. why consumers “hire” it every day, and then walks through the innovation process that created an entirely new product category in grocery store refrigerators.

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mobile phone with waves

The Keys That Unlock the $1 Trillion Mobile Economy

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The mobile economy is projected to hit $1 trillion dollars by the year 2020. But while we spend 25 percent of our time using mobile devices, advertisers commit only 12 percent of ad dollars to them. While mobile drives only 2 to 3 percent of direct conversions, it is a factor in 40 percent of final sales. Why such slow adoption by brands? Anindya Ghose, NYU Professor and leading thinker on the mobile economy, describes “context” and “balance” as the possible keys.

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Rice Bowl

Little Rice: Innovation Lessons from China

By | Blog, Innovation and Design, Technology, Marketing and Branding | No Comments

The Chinese smartphone market has produced companies, leaders, and, of course, phones. But its most significant output is perhaps more unique: a user-centric innovation by Xiaomi that treats hardware as an afterthought rather than the main driver of sales. Clay Shirky, an NYU professor living in China for this academic year (he returns to teaching at New York University later this year), has been studying the $20 billion start-up and its techniques – the centerpiece of his new book, “Little Rice” (Columbia Global Reports).

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