If you understand cause and effect, it brings about a set of insights that leads you to a very diffe... - Clayton Christensen Quotes from quotely.org

If you understand cause and effect, it brings about a set of insights that leads you to a very different place. The knowledge will persuade you that the market isn't organized by customer category or by product category. If you understand the job that consumers need to complete, you can articulate all of the experiences in that job.

Clayton Christensen