Market to the Circumstance

I’m obviously a huge fan of Clay Christensen’s disruptive innovation theories and have written about them previously. In the Innovator’s Solution there is a quote,

“…just as (a company) needs to develop products for the circumstance and not the customer, the (company) needs to communicate to the circumstance, and not necessarily to the consumer.”
What he is saying here is that you shouldn’t be targeting customers of your product by segmenting them into demographics/geography. Rather, you should be targeting the job that your product gets done.

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