Sublime

Each of these factors argues for a policy of implanting projects to commercialize disruptive innovations in small organizations that will view the projects as being on their critical path to growth and success, rather than as being distractions from the main business of the company.

Products based on disruptive technologies are typically cheaper, simpler, smaller, and, frequently, more convenient to use.

you should focus investments on those innovations that promise the highest returns.

The resource allocation process determines which deliberate and emergent initiatives get funded and implemented, and which are denied resources.

a process that defines a capability in executing a certain task concurrently defines disabilities in executing other tasks.

What often causes this lagging behind are two principles of good management taught in business schools: that you should always listen to and respond to the needs of your best customers, and that you should focus investments on those innovations that promise the highest returns. But these two principles, in practice, actually sow the seeds of every

A good theory doesn’t change its mind: it doesn’t apply only to some companies or people, and not to others. It is a general statement of what causes what, and why.

• Who will be my most valuable customers? • How will their critical priorities evolve? • How must I reinvent my business design to take advantage of the new paths to profitable customer-centric growth?

So many innovations that are launched with great hope and fanfare flop because they have focused on improving the product on dimensions that are irrelevant to the consumer’s actual Job to Be Done, with enormous resources wasted in the process. This is because improvements on such dimensions do not cause a customer to pull that product into his life