Competing Against Luck: The Story of Innovation and Customer Choice

by Clayton M. Christensen

You think you know just what your customers would like, but in reality, it can feel pretty hit or miss. Place enough bets and—with a bit of luck—something will work out.

“ice cream sales and forest fires are correlated because both occur more often in the summer heat. But there is no causation; you don’t light a patch of the Montana brush on fire when you buy a pint of Häagen-Dazs.”