Professor Clay Christensen is a Professor at Harvard Business School and a classmate of mine. You may know him from his famous work on disruptive innovation, starting with The Innovator’s Dilemma, his first book a decade ago here. He has now turned his formidable intellect and research skills to marketing. This article describes his new work on “jobs-to-be-done marketing”. It’s not only a new and valuable way to look at marketing, but highly entertaining as well.