The Critical Path

The Critical Path

The Critical Path is a talk show contemplating the causality of success and failure in the evolving story of mobile computing and related industries. Using Apple as a lens to look at existing and emerging tech markets, we try to understand what it means to be great.

Hosted by Anders Brownworth and Horace Dediu.

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19: The hiring and firing of milkshakes and candy bars

December 29, 2011 at 8:00AM • 60 minutes • Wiki Entry

Horace talks with Bob Moesta, a pioneer of Job To be Done research. We go over the theory and process of understanding what products are really hired to do and ask why this understanding is so hard to come by. In a discussion rich with examples from multiple industries Bob illustrates how marketing, design and engineering are all dancing around the question of how product should be developed. Could the universally accepted compartmentalization of corporate functions be a root cause to product failure?

Sponsored by Shopify.