Florin Grozea

“Perhaps our salespeople are largely focused on mattress features and the deal. Should we think about staffing our stores with “sleep” experts rather than mattress experts—”
― Clayton M. Christensen, Competing Against Luck: The Story of Innovation and Customer Choice – Christensen's Jobs Theory for Startups and Business Growth

“They were more likely to comment on their feelings about the process and test their understanding of the other side’s feelings: I’m disappointed in the way this discussion has unfolded—are you frustrated with it? I was hoping you’d see this proposal as fair—do I understand correctly that you don’t see any merit in this approach at all? Honestly, I’m a little confused by your reaction to my data—if you don’t value the kind of work I do, why did you hire me?”
― Adam M. Grant, Think Again: The Power of Knowing What You Don't Know

“Before a customer hires any new product, you have to understand what he’ll need to fire in order to hire yours. Companies don’t think about this enough. Something always needs to get fired.”
― Clayton M. Christensen, Competing Against Luck: The Story of Innovation and Customer Choice – Christensen's Jobs Theory for Startups and Business Growth

“Jobs Theory helps innovators identify the full picture of the progress a customer is trying to make in particular circumstances, including the complex set of competing needs and relative priorities. You have to understand not only what customers want to hire, but what they’ll need to fire to make room for the new solution. All that context matters profoundly.”
― Clayton M. Christensen, Competing Against Luck: The Story of Innovation and Customer Choice – Christensen's Jobs Theory for Startups and Business Growth