《JTBD双语文摘》5：好时的突破性增长

作者：JTBD 商业创新实验室
发布时间：2025 年 7 月 31 日
原文作者：Clayton M. Christensen（克莱顿·克里斯坦森）等
来源：Harvard Business Review

How did Hershey's achieve a breakout success with what might seem to be just another version of the decades-old peanut butter cup? Its researchers began by exploring the circumstances in which Reese's enthusiasts were “firing” the current product formats.

好时（Hershey's）如何凭借一款看似只是经典花生酱杯“又一个版本”的产品，实现突破性成功？研究人员没有先研究如何把产品做得更大或更小，而是先追问：Reese's 的爱好者会在什么场景下“解雇”现有的产品形式？

They discovered an array of situations—driving the car, standing in a crowded subway, playing a video game—in which the original large format was too big and messy, while the smaller, individually wrapped cups were a hassle (opening them required two hands). In addition, the accumulation of the cups' foil wrappers created a guilt-inducing tally of consumption: I had that many?

他们发现，在开车、挤在拥挤地铁里、玩电子游戏等场景中，原有大尺寸花生酱杯太大且容易弄脏手；较小的独立包装款又很麻烦，打开包装需要两只手。铝箔包装不断累积，还会直观地记录消费数量，让人产生负罪感：“我居然吃了这么多？”

When the company focused on the job that smaller versions of Reese's were being hired to do, it created Reese's Minis. They have no foil wrapping to leave a telltale trail, and they come in a resealable flat-bottom bag that a consumer can easily dip a single hand into. The results were astounding: $235 million in the first two years' sales and the birth of a breakthrough category extension.

当公司聚焦于“小尺寸 Reese's 被消费者雇佣完成的任务”时，Reese's Minis 应运而生：没有会留下痕迹的独立铝箔包装，采用可重复密封的平底袋，消费者单手就能轻松取用。结果令人惊叹：前两年销售额达到 2.35 亿美元，并催生了一个突破性的品类延伸。

读后提示

这不是一个“把产品做小”的功能改良故事。真正的机会来自于具体场景：客户想在移动、拥挤或手被占用时方便地享用产品，同时不想弄脏手、增加操作负担，或不断面对消费痕迹带来的心理压力。

产品被雇佣的不是“更小”，而是帮助客户在这些场景中更顺利地取得进步。