If you defer investing your time and energy until you see that you need to, chances are it will already be too late.
Clayton ChristensenInnovation almost always is not successful the first time out. You try something and it doesn't work and it takes confidence to say we haven't failed yet. Ultimately you become commercially successful.
Clayton ChristensenOften they [writers on the study of management] have a point of view based upon intuition and experience. They then offer a cadence of two-paragraph examples carefully selected to "prove" their theory, and then they write "one size fits all" books. The message is, "If you'd do what these companies did, you'd be successful too."
Clayton ChristensenWatching how customers actually use a product provides much more reliable information than can be gleaned from a verbal interview or a focus group.
Clayton Christensen