Background Note | HBS Case Collection | April 1999 (Revised March 2000)

Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?

by Clayton M. Christensen

Abstract

Describes a methodology for identifying markets for new technologies and for defining the highest value attributes of new products or services. It helps innovators escape the trap of incremental improvements to established product concepts by asking a straightforward question: What job did my customer expect this product to do for him or her?

Keywords: Customer Focus and Relationships; Markets; Product; Technology Adoption; Value;

Citation:

Christensen, Clayton M. "Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?" Harvard Business School Background Note 699-029, April 1999. (Revised March 2000.)