"In the early stage of any JTBD uncover, managers are puzzle solvers: they work hard on uncovering the richness of it. But when they start having operational data (volume, profitability…) about products, clients, channels, etc. they start thinking about how to sell more products to existing customers. And they lose focus. They forget the reason that brought them success in the first place."Trecho retirado de "10 takeaways from Christensen’s latest book"