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Clayton M. Christensen Quote

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.

Clayton M. Christensen

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.

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About Clayton M. Christensen

Clayton Magleby Christensen (April 6, 1952 – January 23, 2020) was an American academic and business consultant who developed the theory of "disruptive innovation", which has been called the most influential business idea of the early 21st century. Christensen introduced "disruption" in his 1997 book The Innovator's Dilemma, and it led The Economist to term him "the most influential management thinker of his time." He served as the Kim B. Clark Professor of Business Administration at the Harvard Business School (HBS), and was also a leader and writer in the Church of Jesus Christ of Latter-day Saints (LDS Church). He was one of the founders of the Jobs to Be Done development methodology.
Christensen was also a co-founder of Rose Park Advisors, a venture capital firm, and Innosight, a management consulting and investment firm specializing in innovation.