In 1997, Harvard Business School Professor Clayton Christensen published his first seminal work, The Innovator’s Dilemma, which laid out a concept he termed “Disruptive Innovation.” ...

He had just published about the concept of Jobs to be Done – in brief, the idea that customers are simply trying to get things done in their lives (or for their companies), don’t care that ...

Customers don’t buy your product, they hire you to get a job done. Sounds like a simple enough statement, doesn’t it? Yet it has profound implications for the way we solve problems in marketing and ...