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Strategic Consultant with HYPE Innovation, helping enterprises get more value from their innovation programs. Firm believer in the concept of jobs-to-be-done, which stresses the importance of understanding customers' wants and needs. Also sports a 2:57 marathon PR. Dad to two awesome kids.

One response to “What do you mean customers don’t know what they want?”

  1. John Trenouth

    You mention disruption — and 3D printing does seem to exhibit many of the characteristics Christensen identifies. But disruption is only one very narrow dynamic.

    Ford’s assembly line didn’t disrupt anything because there was nothing to disrupt. And there was no way for him to see how far reaching his ideas would become — moving beyond manufacturing, industrializing services and even processes, and giving rise to a variety of new industries for decades to follow.

    Audio recording had a simliar impact. Edison thought it was nothing more than an curious toy. He couldn’t see how it was the seed for global recorded entertainment and data storage industries.

    3D printing could be the same — not disrupting anything, but starting a chain reaction of events that cultivate whole new industries and economic ecosystems.

    From this perspective disruption is not only narrow, but trivial and boring.