There are many great and classic business books that business leaders consider their favorite, that speak about the thinking of innovation dilemmas, such as “Visionary Company”, “Management”, and “Competitive Strategy”, but how many of them have you read? In this series, Hiroyuki Araki, author of “Discover Twenty-One,” and a connoisseur of business books, carefully selects masterpieces that will be passed down to many business people. 

Speaking About Customers Feedback On Innovation Dilemma

To help busy readers quickly grasp the essence of a masterpiece, we introduce one book each time with critical points of explanation and illustrations. Even in times of rapid change and uncertainty, knowing the “standards” of business through famous books will surely be helpful in your work.

 In this first installment of the series, we will examine the timeless masterpiece “The Innovator’s Dilemma: Expanded and Revised Edition” (SHOEISHA), written by Professor Clayton Christensen of Harvard Business School.

The reasons why great companies succeed and fail are the same.

“Listen To Your Customers!”

 Only a few people would question this statement. Many business people will have had many career experiences where they achieved success because they sincerely responded to customer feedback. Through that experience, I believe that “listening to the voice of the customer” is firmly embedded in your behavioral paradigm.

 That’s why the paradoxical message that “we fail because we listen to the voice of our customers” had a considerable impact. This is one message from Clayton Christensen’s The Innovator’s Dilemma.

There is this passage in the first chapter of the book:

 Simply put, the best companies succeed because they listen intently to their customers and proactively invest in technology, products, and production equipment to meet the demands of the next generation of customers. Paradoxically, however, the same reason is why many excellent companies subsequently fail.

This is because we listen carefully to our customers and proactively invest in technology, products, and production equipment to meet the needs of the next generation of customers. 

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 In other words, companies succeed because they listen to their customers and fail because they listen to their customers. The advice to “listen to your customers!” is half true and half false. When should you listen to what customers are saying? Companies that fail to understand this will be immersed in the dilemma that awaits them after success.

 So what should we do? To understand this, let’s reread the contents of this book.

Christensen’s messages through this book can be summarized into seven parts. (Christensen translates his main points into seven points in Chapter 11 at the end of the book.) Let’s understand Christensen’s message by following this arrangement.

1.There Is A “Gap” Between The Pace Of Customer Needs And Technology Evolution Of Innovation Dilemma

 For example, let’s take a look at the smartphones we currently use. Is there anyone who can use all of its functions? Technology continues to improve and evolve ever-increasingly (=sustainable innovation). However, customer needs grow at a slower pace.

This is why products that are “over-spec” for customers are born. On the other hand, a product sufficient to meet current customer needs may be a product with dramatically lowered technical specifications (=disruptive innovation) created for a completely different customer group.

2.Resource Allocation Is The Key To Managing Innovation.

 Of course, all players know the threat of “disruptive innovation dilemma.” However, the most challenging point lies in whether or not resources such as funds and human resources can be allocated to unknown disruptive innovations.

The allocation of resources is greatly influenced by staff who have acquired knowledge and intuition within existing fields. The team places value on continuously evolving technology while listening to customer opinions. That’s why we find ourselves in the innovation dilemma of “I understand it in my head, but I don’t take action” regarding disruptive innovations that result in lower specifications.

Why “the power of designers” is essential for innovation in Japanese companies

The current status of “design management” as discussed by core members #1 Interview with Yuichi WASHIDA, Professor, Graduate School of Business Administration, HITOTSUBASHI University

Incorporating design into the core of business strategy will improve branding and innovation capabilities, increasing international competitiveness. It has been more than four years since the Japan Patent Office and the Ministry of Economy, Trade and Industry announced the “Design Management” Declaration with such a powerful message.

Although it is difficult to say that “design management” has spread widely due to the forced slowdown due to the coronavirus pandemic, notable examples are beginning to emerge.

We asked Yuichi WASHIDA, a professor at HITOTSUBASHI University Graduate School, who served as the chairman of the “Study Group on Industrial Competitiveness and Design” jointly organized by the Japan Patent Office and the Ministry of Economy, Trade and Industry, about the current status of design management in Japan and the challenges ahead. (Listener/SHOICHIRO OTINAGI, Composition/Freelance writer Naomi Kobayashi)

The meaning behind the appointment of a designer as the head of the Digital Agency

–Regarding the spread of “design management,” your book “Design Management” shows a survey showing that the awareness rate is 5%. Are there any gaps in your expectations?

 As expected, it’s a struggle. On the other hand of the innovation dilemma, there are also positive unexpected outcomes. In April 2022, former Toshiba designer Takashi Asanuma was appointed the digital agency’s top administrative officer and digital director.

He became the head of the ministry where designers drive the country’s digital policy. In other words, the government has demonstrated that more than IT experts are needed to promote DX; a design perspective is essential.

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Nowadays, we are used to using our mobile phones to listen to podcasts, music, the radio or watch movies and series. For this reason, audio has become very important also in business.

The most annoying situation occurs when the mobile volume goes up or down by itself . This means that we are not able to enjoy what is being played and we have to constantly be aware of solving it, which is not something simple or permanent. To ensure that it does not continue to give us errors, we will have to take several things into account.

First thing: Why and when does it happen?

The first thing of all is to distinguish if the problem is with headphones or with the phone’s external speakers. If the smartphone’s sound changes only when you use headphones, you should try other headphones to rule out that the source of the problem is in the headphones. If it works well with others, bugs solved, it was easier than we could imagine.

If it happens to you when connecting headphones, the solution is to clean the headphone input of your smartphone , whether it is a 3.5 mm jack or USB. In addition, we recommend that you try them on another device, since it could be a fault with this accessory and not with the terminal itself.

If they are Bluetooth, we will have to change the audio codec. Although, we will only have this available on Android terminals. The first thing we will do is activate the development options by entering:

1. Settings App
2. About device or Phone information

1. Then, enter System
2. Development options
3. Bluetooth audio codec .

In this way, we can test the one that best suits our preferences, and check at all times whether the mobile volume sounds bad or not. In addition, you should be careful that the phone’s volume is not lowered or raised by itself.

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If the volume goes down and up as you please with any headset, or the same thing happens when using the smartphone’s speakers, you will have to try other solutions like the ones shown below. To find the correct key, we must be very aware of the possibility that water has entered the mobile or that it has received a strong blow.

Possible Hardware Problems

As we have said, the causes of the volume changing randomly can be due to many things. Starting with the failures that we have at our fingertips and do not require too much knowledge.

Problem With Volume Buttons

If the smartphone has suffered a blow and therefore has a life of its own, we will have the cause before us. You can tell this because when you squeeze them, sometimes it may seem like they are stuck and sometimes not. You may want to replace the button pads, but you can also try rubbing a small piece of gauze with very little alcohol on the buttons and then pressing them repeatedly , so that they are completely clean. Although it may seem like a complicated job, alcohol can make the contact recover and then evaporate easily.

If necessary, do not forget to use toothbrushes or toothpicks with which to remove dirt from the most remote places of the mobile phone.

If the problem does not disappear but you think that the problem lies in the buttons of our mobile phone, which are stuck or we cannot press them completely well, so the only thing left before us is to take our mobile phone to the technical service so that Check the problem and find the correct solution to get them working again.

The Case Presses The Buttons

Sometimes the failure that our mobile phone is experiencing is the one we least expect, so we will have to check absolutely all the options we have in our hands, even the most ‘silly’ ones that come to mind. Therefore, one of the options that even seems useless is that of our case and it may be the case that our case is pressing the buttons of our mobile phone and is what is causing it to go up and down.

Clean The Speakers

If there is something hindering the audio output, in general, it may also be that the speaker has an obvious accumulation of dirt that prevents the smartphone’s sound from always being the same . It is normal to carry the terminal in your pocket with a case and right in the speaker area is where the most dust accumulates.

When it comes to storing our cell phone, whether in our house or in one of our clothes, we may have certain problems when storing it or even that it does not fit well in our pocket or bag due to the amount of elements that may be around him ‘disturbing’ him. And although it may seem like a somewhat remote issue, there may be the case in which our wallet, keys or any other element is what is causing your mobile phone to raise or lower the volume because it is this element that is pressing. said buttons.

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