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Welcome to the H-B-I-Dee Cast from Harvard Business Review. I'm Sarah Green Carmichael. The Theory of Disruption was spelled out in the 1997 book The Innovators Delema by Clay Christensen.

Christensen, a professor at Harvard Business School, wrote about the difference

between sustaining technologies and disruptive ones and he did that to explain why some of the biggest and leading technology

companies at the day failed to catch the next wave of innovation in their

industries and went out of business. Now he's come out with a new book looking at innovation from the

other side. It's not about how big companies fail, but about how successful companies

know how to grow. The book is called Competing Against Luck.

He spoke about it to an audience in London recently where he was interviewed by the editor of

Harvard Business Review, Amy Bernstein.

Christensen began by speaking about his theory of jobs to be done, giving an example

from a well-known fast food chain.

McDonald's, a number of years ago, is this idea of the jobs to be done was emerging.

They decided that they needed to increase the sales of their milkshakes.

And as you know, McDonald's, these are very sophisticated marketing people.

They have data about, at the g gazoo about anything you need.

And they had a demographic profile of the quintessential milkshake customer.

Actually, I fit the profile perfectly. And so they would invite people

...