According to disruptive innovation expert Clayton Christensen of the Harvard Business School, understanding your customer isn't enough.  Huh?  Isn't that what is so often preached in marketing research?  "If we knew our customer better…we'd be able to…"

Here's what Christensen is getting at.  He's actually pointing out that we need to pay attention to what the customer is doing with the product, in a sense "what they've hired the product to do."

See the distinction?  Need a little more?  You can see the MIT Sloan short right here. My favorite Christensen book is The Innovator's Dilemma and you can get it right here.

Understanding Your Customer Isn’t Enough