“We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, 'What job is the customer trying to accomplish?'”

American business scholar and professor, Christensen is best known for developing the theory of disruptive innovation, which explains how established companies often fail to recognize emerging markets that eventually overtake them. His work reshaped strategic thinking in corporate leadership and entrepreneurship.