289 Quotes by Clayton M. Christensen

For innovators, understanding the job is to understand what consumers care most about in that moment of trying to make progress.

The outsourcing gurus have been driving the theory, and they are saying everybody ought always to do this. But it is really contingent on where you are on the spectrum from “not good enough” to “more than good enough,” relative to each tier of the market.

Steve Jobs and Apple taught us that profit is not the ultimate goal, but rather a consequence of something greater.

Predictable marketing requires an understanding of the circumstances in which customers buy or use things. Specifically, customers – people and companies – have “jobs” that arise regularly and need to get done. When customers become aware of a job that they need to get done in their lives, they look around for a product or service that they can “hire” to get the job done.

What has to prove true for this to work?

How can you make sense of the future when you only have data about the past?

Ultimately, when you come up with a classification scheme that is collectively exhaustive and mutually exclusive, then the theory can become what Kuhn called a paradigm.

If you take away religion, you can’t hire enough police.

Competitiveness is far more about doing what customers value than doing what you think you’re good at. And.