If You Want To Make Better Theory,

The Path I Am Trying So Hard To Follow Is In Fact The One That God My Father And His Son Jesus Christ Want Me To Pursue. It Has Brought Me Deep Happiness.

In General, The Questions That Are On Our Mind Are The Same Questions That Have Been Driving Our Work Over The Past Decade. How Do We Bring Order To This Messy, Unpredictable World Of Innovation? How Can We Dramatically Improve The Chances Of Creating A Successful New-growth Business? How Can We Do This Again And Again? More Specifically, It Has Become Very Clear That The Fundamental Paradigms Of Market Segmentation And Branding Are Badly Broken - And We're Working On Developing More Useful Theories For These Dimensions Of Innovation.

In Most Instances, Biotechnology, Though A Radically Different Approach, Is A Sustaining Technology: It's A Dramatically Improved Way Of Targeting Problems That We Hadn't Been Able To Solve With The Conventional Approach Of Mainstream Pharmaceutical Companies.

Disruptive Technology Is A Theory. It Says This Will Happen And This Is Why; It's A Statement Of Cause And Effect. In Our Teaching We Have So Exalted The Virtues Of Data-driven Decision Making That In Many Ways We Condemn Managers Only To Be Able To Take Action After The Data Is Clear And The Game Is Over. In Many Ways A Good Theory Is More Accurate Than Data. It Allows You To See Into The Future More Clearly.

But Actually Theory Is Very Practical. Gravity Is A Theory, For Example. It Allows You To Predict That If You Step Off A Cliff You Will Fall; You Don't Have To Collect Data On That.