The Digital Transformation Playbook: Rethink Your Business for the Digital Age


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New York Times, February 26, 2013, http://www.nytimes.com/2013/02/27/technology 
/music-industry-records-first-revenue-increase-since-1999.html.
3. Igor Ansoff, “Strategies for Diversification,” Harvard Business Review 35, no. 5 
(September–October 1957): 113–24.
4. Katherine Rosman, “U.S. Paper Industry Gets an Unexpected Boost,” Wall Street 
Journal, March 7, 2014, http://www.wsj.com/articles/SB100014240527023047038045793
85470794476470.
5. Clark Gilbert, Matthew Eyring, and Richard N. Foster, “Two Routes to Re-
silience,” Harvard Business Review, December 2012, https://hbr.org/2012/12/two 
-routes-to-resilience.
6. David Schmaltz, “Whip City,” Pure Schmaltz (blog), January 13, 2006, http://
www.projectcommunity.com/PureSchmaltz/files/Vaporized1.html.
7. Jorge Cauz, “How I Did It . . . Encyclopædia Britannica’s President on Killing 
Off a 244-Year-Old Product,” Harvard Business Review 91 (March 2013): 39–42.
8. John McDuling, “The New York Times Is Finally Getting Its Swagger 
Back,” Quartz, April 29, 2014, http://qz.com/203869/the-new-york-times-is-finally 
-getting-its-swagger-back/.
9. Sharon Waxman, “Marvel Wants to Flex Its Own Heroic Muscles as a Movie-
maker,” New York Times, June 18, 2007, http://www.nytimes.com/2007/06/18/business 
/media/18marvel.html.
10. Sree Sreenivasan, “Digital, Mobile, Social Lessons from a Year @MetMuseum: 
What Every Business Should Know” (speech given at Columbia Business School’s 
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74–80, 96. Christensen and Raynor credit Richard Pedi with coining the phrase “jobs to 
be done,” Anthony Ulwick with developing closely related concepts, and David Sundahl 


258
6 . A D A P T Y O U R V A L U E P R O P O S I T I O N
with assisting in their own formulation. The job-to-be-done concept has been further 
explored in various articles by Christensen with other coauthors.
14. Michael J. Lanning and Edward G. Michaels, “A Business Is a Value Deliv-
ery System,” McKinsey Staff Paper no. 41, June 1998, http://www.dpvgroup.com/wp-
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15. Office of Inspector General, United States Post Office, Providing Non-Bank 
Financial Services for the Underserved, January 7, 2014, https://www.uspsoig.gov/sites 
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16. Felix Salmon, “Why the Post Office Needs to Compete with Banks,” 
Reuters (blog), February 3, 2014, http://blogs.reuters.com/felix-salmon/2014/02/03 
/why-the-post-office-needs-to-compete-with-banks/.
17. Donna Leinwand Lager, “Postmaster General to Seek New Tech, New Fleet for 
USPS,” USA Today, March 6, 2015, http://www.usatoday.com/story/news/2015/03/06 
/postmaster-general-brennan-seeks-innovation-technolog y-for-us-postal 
-service/24520575/.
18. Henry Chesbrough, “Why Bad Things Happen to Good Technology,” Wall 
Street Journal, April 28, 2007, http://www.wsj.com/news/articles/SB117735510033679362.
19. Josh Constine, “How Facebook Went Mobile, in Before and After Org Charts,” 
Techcrunch, December 4, 2013, http://techcrunch.com/2013/12/04/facebook-org-charts/.
20. Rita Gunther McGrath, The End of Competitive Advantage: How to Keep Your 

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