Clayton Christensen

Disruptive Innovation, Jobs-to-be-Done

Late professor at Harvard Business School, Christensen introduced Disruptive Innovation in his 1997 book 'The Innovator's Dilemma', arguing that incumbents are systematically vulnerable to simpler, cheaper entrants. He later developed Jobs-to-be-Done theory, which holds that customers 'hire' products to fulfil specific functional or social progress. He passed away in January 2020.