“The customer rarely buys what the company thinks it is selling them”.

From Julius Caesar to FedEx via milkshakes. An amazing talk by Professor Clayton Christensen at Business of Software 2011.

http://thebln.com/2012/03/from-julius-caeser-to-fedex-via-milkshakes-professor-clayton-christensen-talks-innovation-sense-at-business-of-software/