“Do you understand the real reason why your customers choose your products or services? Or why they choose something else instead? How do your products or services help your customers to make progress in their lives? In which circumstances are they trying to make that progress? What are the functional, emotional, and social dimensions of this progress? What is competing with your products and services to address these jobs? Are there competitors outside of those included in the traditional view of your industry?”

~ Clayton Christensen, Competing Against Luck