The Innovator's Solution
Creating and Sustaining Successful Growth
How incumbents and startups can build predictably disruptive growth businesses.
A follow-up to The Innovator's Dilemma, this book shifts from why great firms fail to how any company can create disruptive growth on purpose. Christensen and Raynor lay out frameworks for spotting where to compete, which customers to target, and how to structure a business to ride disruption rather than be killed by it. It introduces the jobs-to-be-done lens for understanding why customers buy.
It gives founders a structured way to find where a startup can actually beat incumbents: at the low end or in brand-new markets the big players ignore. The jobs-to-be-done framing is one of the most useful tools for product and positioning decisions.
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