Key takeaways
- Jobs-to-be-done clarify demand
- Business-model fit matters
- Early growth requires patient experimentation
How to apply it in your business
- Interview buyers about progress they seek
- Pilot a simpler offering in an underserved segment
- Separate discovery metrics from mature-product ROI
About the authors
Christensen studied disruption; Raynor researched innovation strategy and business-model change.