Chapter Seven
Why So Many Students Seem Unmotivated
Why aren't schools performing as they should?...
- We are asking the wrong question...
concern us?
- Make learning intrinsically motivating...student-centric learning
- Jack Frymier said, "If the kids want to learn, we couldn't stop 'em. If they don't, we can't make 'em.
What We've Learned in Other Contexts About Motivating Customers to Buy
- "Marketers who seek to develop products and services that their customers will buy predictably need to see the world through the eyes of those customers." pg. 163
- "Most of the "home runs" of marketing history occurred when people sensed the fundamental job that customers were trying to do and then found a way to help more people do it more effectively, conveniently, and affordably." pg. 164
- "a job is the fundamental problem a customer needs to resolve in a given situation." pg 164
- Hiring Milkshakes...
VTS 01 1 Job To Be Done
What Job are Students Trying to Do?
Two Core Jobs Most Students Try to Do Everyday:
1. Feel successful and make progress
2. Have fun with their friends
*For some students...if school does not motivate intrinsically...then schools just can't compete against other vehicles that they can hire for feeling successful. (Gangs, dropping out of school, sports...)
*Often sports, band, and performing arts are extracurricular activities instead of curricular ones.
1. Feel successful and make progress
2. Have fun with their friends
*For some students...if school does not motivate intrinsically...then schools just can't compete against other vehicles that they can hire for feeling successful. (Gangs, dropping out of school, sports...)
*Often sports, band, and performing arts are extracurricular activities instead of curricular ones.
Integrating to Do the Job...pg. 170
- Most companies are not integrated correctly...a company must first understand the job its customers need to do and then integrate activities to enable the customer to do the best job possible...this makes a strong company!
- Three Levels of Architecture of a Job:
2. The experiences in purchasing and using the product or service in order doing
the job perfectly.
3. Integrate properly-technologies, packaging, training, support & service
capacities, distribution & retailing systems, and branding & advertising
strategies that are necessary for customers to do the job perfectly.
IKEA is a great example of a company that is integrated correctly...pg. 173
Schools Are Integrated Incorrectly...pg. 174
"When unmotivated student "customers" aren't buying what the schools are offering...school administrators and teachers often have worked extraordinarily hard to improve the features of their products, in the hopes that more interesting or compelling lessons, textbooks, and media might resolve the problem of student motivation."..."THEY ARE SOLVING THE WRONG PROBLEM."
Examples of Correct Integration:
"Student's learning is maximized when content is delivered "just above" their current capabilities-not too much of a stretch, and not too easy."
Examples of Correct Integration:
- Project-based learning
- Integrated learning
- Computer-based learning
"Student's learning is maximized when content is delivered "just above" their current capabilities-not too much of a stretch, and not too easy."
Couch Potatoes and Jobs to Be Done....pg. 175
*Every child has the need to feel successful-that is a job that every child has...
*When children waste hours watching TV, it is not that they don't have the "feel successful" job to do, there just isn't anything in their lives at that time that enables them to do the job.
*Some children may feel like failures because of school or athletics
*Just because "there is no "market" in those particular homes for academic, athletic, or work activities whose wages include feelings of success and accomplishment does not mean that the job doesn't exist in the lives of those children." pg. 176
*When children waste hours watching TV, it is not that they don't have the "feel successful" job to do, there just isn't anything in their lives at that time that enables them to do the job.
*Some children may feel like failures because of school or athletics
*Just because "there is no "market" in those particular homes for academic, athletic, or work activities whose wages include feelings of success and accomplishment does not mean that the job doesn't exist in the lives of those children." pg. 176
Solution...
- DuPont & IBM-commoditizing expertise
- "Online learning changes a teacher's job, and, as it improves it, it will enable far more people to do what only the expert intuitive teachers could do before." pg. 178
- "As hundreds and thousands of teachers and parents develop methods for knitting success and education together in the years ahead and as many thousands of them make their solutions available to others in the facilitated networks, we believe that this integrated solution of success and education will be found to have scaled magnificently against the challenge of student motivation." pg 178