Tag: Missed

Why True Buyer Motivations Are Usually Missed

Why there is often a lack of real customer motivation

In 1997, Harvard Business School professor Clayton Christensen published his first seminal paper, The Innovator’s Dilemma, which set out what he called “Disruptive Innovation”. It took a few years for the book to catch on, but eventually its well-founded, well-documented, and counterintuitive approach found deep resonance with innovators around the world. Then something strange happened.