What "Jobs" Are People "Hiring" Radio To Do?
February 4, 2014
Harvard professor, Clayton Christensen, is the one who conceived the term, "disruptive innovation." He first wrote about this in his 2003 book The Innovator's Solution.
His idea: don't simply sell products and services to customers, but rather address why consumers buy the products and services – what are the jobs-to-be-done?
And in our world, what are the "jobs people actually hire radio' to do?
If you haven't been enlightened by Christensen's work, the "jobs to be done" framework is a strategic and smart way to help brands truly look at its consumers' needs.
This brief video is of Christensen and his "jobs to be done" message:
It's an exceptional way to approach our brands.
I recently carried Christensen's concept into a private presentation given to a Christian radio broadcast company.
And it was so well received that I will incorporate Christensen's thinking during my presentation "Being Social vs. Doing Social" at Albright & O'Mally & Brenner's annual Pre-Country Radio Seminar (CRS) Seminar set for Tuesday, Feb. 18th at the Country Music Hall Of Fame.
To "be" social (as opposed to "doing" social) means your brand is less about empty contesting and self-promotion, and more about interplay – that "engagement" word people like to toss around.
And while you hear everyone use the "E word," you rarely see brands consistently follow through with it. Is it because it's simply become an empty buzzword that everyone tosses out when explaining their philosophies?
Engagement is about reciprocation. Your fans share your content, and you do the same in return - a genuine exchange among brands and fans.
Not frivolous interaction. Social is not the new request line. But we're seeing radio use it that way.
Social runs much deeper than that. It's personal. It's an opportunity to create real meaning between the brand and the fan.
It's no longer the era of entitlement for radio. We now operate in a new era of "earn."
And we must work at this and reprove ourselves in an environment with seemingly infinite choices.
It's about understanding what it takes to build and sustain an active social fan base as the space grows and becomes a more important part of people's lives.
I will show you how Christensen's thinking can give you a whole new way to approach "being" social.
Reach out to me anytime on Twitter @lorilewis.
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