• Competing Against Luck by Clayton Christensen

    Progress, Not Products

    Use empathy and active listening to discover “jobs to be done”, the progress customers want to achieve in specific circumstances in their lives. Jobs provide the causal factor to explain why customers choose one product over another. Design the experience you deliver around your customer’s job and your competitors will find it hard to copy. Finding jobs allows you to ...
  • The Innovators Solution

    The Innovator’s Solution

    Product managers must break free from patterns which make them susceptible to disruption from new entrants. To successfully introduce new products, produce managers need to use jobs-to-be-done segmentation rather than product- or customer-based segmentation. The Innovator’s Solution by Clayton Christensen In Innovator’s Solution, Clayton Christensen introduces the famous “milkshake” case study which spawned the jobs-to-be-done method of customer segmentation. This ...
  • why killer products don't sell

    Why killer products don’t sell

    Even the best products cannot overcome a poor sales process. Match your sales culture to your customer’s buying culture to successfully introduce your product and close opportunities. Identify your product’s sales needs and select the right approach to one of four buying cultures. Why Killer Products Don’t Sell by Ian Gotts and Dominic Roswell   It has long been understood that ...
  • Platform-Scale

    Designing a platform business

    Successful platform design requires a focus on interactions, a clear set of incentives for producers and effective filters for consumers. Starting a platform business means solving the chicken-or-the-egg problem. All platforms grapple with jump-starting their communities and ensuring long-term value creation. Carefully designing and monitoring interactions to ensure benefit for both sides, participation, effective matching and curation, and measurable ways to build audiences ...
  • Predictable Revenue

    Predictable Revenue

    The path to predictable revenue can be achieved through focus on systematic lead generation and specialized sales roles. Hiring more salespeople won’t lead to sustainable revenue. A metrics-driven sales process and an investment in the sales team are keys to success. Predictable Revenue by Aaron Ross and Marylou Tyler Much of this book is a counterpoint to old school sales techniques ...
  • The Marketing Playbook

    Picking the right marketing play

    Find your industry gaps, understand your customers and competitors and objectively assess your own capabilities. Then, combine the five essential marketing plays as your business evolves. The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by John Zagula and Richard Tong Zagula and Tong present five key marketing strategies and a method for evaluating which is ...
  • The Marketing Playbook

    The Five Essential Marketing Plays

    Assess your market, your competition, and your strengths, then pick one of five essential marketing plays. In The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market authors John Zagula and Richard Tong, now both at Ignition Capital, show how all marketing strategies can be condensed into one of five basic plays. Based on their experience at Microsoft ...
  • Zero to One

    Finding Secrets

    To build a great company, one that solves a new problem, take a contrarian approach to commonly held business wisdom. Seek out secrets to which others are blind. Build a monopoly; direct competition will lead to conformity and erode all profits. Zero to One by Peter Thiel   Zero to One: Notes on Startups, or How to Build the Future isn’t a ...