Clay Christensen

Innovation/JTBD theory

Late Harvard Business School professor and founder of the consulting firm Innosight. Author of 'The Innovator's Dilemma' (1997), which introduced the concept of disruptive innovation to explain how smaller companies can unseat established incumbents. Also instrumental in formalising the Jobs-to-be-Done lens, arguing that customers 'hire' products to fulfil specific functional and emotional jobs.