Harvard Business School professor

Clayton Christensen

Christensen explained why successful companies miss disruptive change, and popularised the idea that customers hire products to get a job done.

Essential reading: The Innovator's Dilemma
Competing Against Luck
Models in this guide: 1

No. 093Product Thinking
Jobs to Be Done
People hire a product to make progress in a particular circumstance; understand the job and its circumstance, not the customer's demographic profile.