Clayton Christensen's Milkshake Story

Clayton Christensen's famous "milkshake story" is an example of a demand generation exercise. The goal there is to try to sell more milkshakes, and it assumes a product upfront. From our perspective, we'd say, well, what job are they trying to get done as they commute to work in the morning? Well, they're trying to get breakfast on the go. But again, he's using a demand generation example as opposed to an example of how you'd apply it for the purpose of innovation.