Quote: “Businesses serve needs, not markets”


“When identifying new market opportunities, it’s critical that you begin with a focus on the customer’s job to be done, rather than on your company’s capabilities. It’s tempting to look at your capabilities as the starting point for any expansion, but capabilities are of no use without a job for them. (…) To Corning, businesses serve needs, not markets, and as technological or market shifts occur, the company continues to grow by remaining focused on the need, which we call the job.”

— Clayton M. Christensen, Thomas Bartman, and Derek van Bever, The Hard Truth About Business Model Innovation (MIT Sloan Management Review, Fall 2016 Issue)