references/figures/clayton-christensen.md

# Clayton Christensen

## Contribution

A decision card for the Jobs to Be Done school. Use the principles, not the personality.

## Principles

- buyers hire solutions to make progress.
- circumstances can explain behavior better than demographics.
- alternatives include workarounds and nonconsumption.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `jobs-to-be-done`

## Counterweights

- Compare with `philip-kotler` when the principle would otherwise become a universal rule.

## Sources

- `source:christensen-jtbd`