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role="menuitem">Nicole Nguyen</a></li></ul><ul class="style--last-col-1QuZ2B87WuD08Qje8hjatD " role="menu" aria-label="More"><li class="style--subsection-label-W2bDSJ7FUg6kTVUQMjnku " role="presentation" aria-hidden="true">More</li><li class="style--subsection-item-2nhXkq4_iAIlPz4XMBq0o9 " role="none"><a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/video/browse/tech?mod=nav_top_subsection" role="menuitem">Tech Video</a></li><li class="style--subsection-item-2nhXkq4_iAIlPz4XMBq0o9 " role="none"><a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/podcasts/latest/wsj-tech-news-briefing?mod=nav_top_subsection" role="menuitem">Tech Podcast</a></li><li class="style--subsection-item-2nhXkq4_iAIlPz4XMBq0o9 " role="none"><a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/graphics/tech-startup-stocks-to-watch/?mod=nav_top_subsection" role="menuitem">Startup Stock Tracker</a></li></ul></div></div></li><li 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type="application/ld+json">{"@context":"https://web.archive.org/web/20210309012417/http://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":"https://web.archive.org/web/20210309012417/https://www.wsj.com/news/life-arts","name":"Life & Arts"},{"@type":"ListItem","position":2,"item":"https://web.archive.org/web/20210309012417/https://www.wsj.com/news/life-arts/ideas","name":"Ideas"},{"@type":"ListItem","position":3,"item":"https://web.archive.org/web/20210309012417/https://www.wsj.com/news/types/weekend-confidential","name":"Weekend Confidential"}]}</script> <div class="category "> <span class="article-breadCrumb-wrapper"> <ul> <li class="article-breadCrumb"> <a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/news/life-arts?mod=breadcrumb"> Life & Arts </a> </li> <li class="article-breadCrumb"> <a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/news/life-arts/ideas?mod=breadcrumb"> Ideas </a> </li> <li class="article-breadCrumb"> <a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/news/types/weekend-confidential?mod=breadcrumb"> Weekend Confidential </a> </li> </ul> </span> </div> </div>  <div data-module-id="21" data-module-name="article.app/lib/module/wsj/articleHeadline" data-module-zone="articleHeadline" class="zonedModule"> <div class="wsj-article-headline-wrap"> <h1 class="wsj-article-headline"> Clayton Christensen Has a New Theory </h1> <h2 class="sub-head" itemprop="description">When is a milkshake more than a beverage? The Harvard Business School professor on what drives consumer choices</h2> </div> </div>  </header> <div class="column at8-col8 at12-col7 at16-col9 at16-offset1"> <div class="module"> <div data-module-id="19" data-module-name="article.app/lib/module/articleSnippet" data-module-zone="article_snippet" class="zonedModule"> <div class="snippet"> <div class="is-lead-inset"> <div data-layout="header " data-layout-mobile="" class=" media-object type-InsetMediaIllustration header scope-web|mobileapps article__inset article__inset--type-InsetMediaIllustration article__inset--header article__inset--lead "> <figure class=" media-object-image enlarge-image renoImageFormat-FR img-header article__inset__image " itemscope itemtype="http://schema.org/ImageObject"> <div style="padding-bottom:128.1646%;" data-mobile-ratio="128.1646%" data-layout-ratio="128.1646%" data-subtype="photo" class="image-container responsive-media article__inset__image__image"> <img srcset="https://web.archive.org/web/20210309012417im_/https://s.wsj.net/public/resources/images/BN-QA617_wolfe_FR_20160928160329.jpg 860w" sizes="860px" src="https://web.archive.org/web/20210309012417im_/https://s.wsj.net/public/resources/images/BN-QA617_wolfe_FR_20160928160329.jpg" data-enlarge="https://web.archive.org/web/20210309012417/https://s.wsj.net/public/resources/images/BN-QA617_wolfe_FR_20160928160329.jpg" alt="" title="Clayton Christensen"/> </div> <figcaption class="wsj-article-caption article__inset__image__caption" itemprop="caption"> <h4 class="wsj-article-caption-content">Clayton Christensen</h4> <span class="wsj-article-credit article__inset__image__caption__credit" itemprop="creator"> <span class="wsj-article-credit-tag"> Photo: </span> JASON GROW for The Wall Street Journal </span> </figcaption> </figure> </div> </div> <div class="clearfix byline-wrap"> <div class="columnist_mini"> <div class="a-size"> <a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/news/author/alexandra-wolfe"> <img src="https://web.archive.org/web/20210309012417im_/https://si.wsj.net/public/resources/images/BN-EX894_Alexan_AM_20141009114124.jpg" alt=""> </a> </div> </div> <div class="byline article__byline"> By <div class="author-container"> <button class="author-button">Alexandra Wolfe</button><div class="author-dropdown"> <button aria-label="Close" class="mobile-modal-close">Close</button> <h3 class="mobile-modal-author-name">Alexandra Wolfe</h3> <ul class="author-links"> <li> <a href="https://web.archive.org/web/20210309012417/https://www.wsj.com/news/author/alexandra-wolfe" rel="author"> <span class="author icon bio" aria-hidden="true"></span> Biography </a> </li> <li> <a href="https://web.archive.org/web/20210309012417/https://twitter.com/AlexandraWolfe" target="blank"> <span class="author icon twitter" aria-hidden="true"></span> @AlexandraWolfe </a> </li> <li> <a href="https://web.archive.org/web/20210309012417/mailto:Alexandra.Wolfe@wsj.com"> <span class="author icon email" aria-hidden="true"></span> Alexandra.Wolfe@wsj.com </a> </li> </ul> </div></div> </div> <time class="timestamp article__timestamp flexbox__flex--1"> Sept. 30, 2016 3:51 pm ET </time> </div> <div id="share-target"> <div id="inlineToolTargetSB11392544641059433409904582339993990772730" class="shareMenuInlineWrap hide12 hide16"></div> </div> <div class="wsj-snippet-body"> <p>One night, years ago, Harvard Business School professor Clayton Christensen decided to give his family a brand identity. After one of his five children pushed another student at school, he and his wife held a family meeting and announced, “The brand is that the Christensens are known for kindness.” The idea was to identify a key shared value and then instill it through consistent behavior. It seemed to help: They had no more problems with pushing.</p> <p>This is just one of the ways that Prof. Christensen, 64, applies strategic business thinking. He is known for best-selling books such as “The Innovator’s Dilemma” (1997) and for coining <a href="https://web.archive.org/web/20210309012417/http://blogs.wsj.com/cio/2015/12/11/now-is-the-time-to-revisit-disruptive-innovation/" target="_blank" class="icon none">“disruptive innovation”</a> in 1995—his term for a process in which new products and services displace established competitors. </p> <p>His latest book, “Competing Against Luck,” written with Taddy Hall, Karen Dillon and David S. Duncan, focuses on marketing and consumer behavior. When companies develop and promote products, he argues, they need to figure out what drives the choices of customers. As he sees it, consumers “hire” products to do a certain job. </p> <p>In one consulting job for a fast-food chain, Prof. Christensen’s colleagues spent a day observing and interviewing customers. They discovered that a surprising number of them came in alone and purchased milkshakes to take along for their morning commutes. Their surveys suggested that people weren’t just looking to buy a beverage; they wanted something to keep them occupied during their drive. Milkshakes are easy to hold and consume (no unwrapping required) and last a long time, adding to their appeal. </p> <p>This means that milkshakes compete not just with other beverages but with everything else people might do in the car on their commute, from eating a bagel to listening to audiobooks, says Prof. Christensen. The consulting team suggested some changes to make morning purchases easier for commuters in a rush, such as putting out front milkshake machines that accept automated payments. 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