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According to Clayton Christensen, the customer is the wrong unit of analysis for innovators to focus on. Instead, focus on the job that customers are trying to get done when they use your product or service.
Many companies have learned to use the Internet as a powerful platform for collaborating with customers on innovation. They have created customer advisory panels to solicit ideas for new products, fostered online communities to encourage dialogue among customers, and built toolkits that enable customers and engineers to codesign products.
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