Michael Raynor

The Innovator's Solution

1. IDEA 1

   Growth can be made predictable

   Christensen and Raynor argue that creating new growth businesses need not be pure luck. Understanding the forces behind innovation helps managers make better decisions. Theory replaces guesswork about what to build.

2. IDEA 2

   Disruption takes two forms

   Low-end disruption serves customers who are overserved by existing products, with cheaper, simpler alternatives. New-market disruption reaches people who previously could not use the product at all. Both start small.

3. IDEA 3

   Customers hire products for jobs

   The authors suggest asking what job a customer is trying to get done. They tell of a fast-food chain that sold more milkshakes once it understood why people bought them in the morning.

All 8 ideas from The Innovator's Solution →