But the theory of disruptive innovation does not tell you where to look for new opportunities. It doesn’t predict or explain how, specifically, a company should innovate to undermine the established leaders or where to create new markets. It doesn’t tell you how to avoid the frustration of hit-and-miss innovation—leaving your fate to luck. It doesn’t tell you how to create products and services that customers will want to buy—and predict which new products will succeed. But the Theory of Jobs to Be Done does.
