--- title: "Meaning & Key Takeaway of: In general, the questions that are on our…" description: "\"In general, the questions that are on our mind are the same questions that have been driving our work over the past decade. How do we bring order to th..." image: "https://sms4smile.com/quotes/i/a19/clayton-christensen-2433_branding_in-general-the-questions-that-are-on-our_1738455.jpg" --- # In general, the questions that are on our mind are the… ![“In general, the questions that are on our mind are the same questions that have been driving our work over the past decade. How do we bring order to this messy, unpredictable world of innovation? How can we dramatically improve the chances of creating a successful new-growth business? How can we…” quote by Clayton Christensen](https://sms4smile.com/quotes/i/a19/clayton-christensen-2433_branding_in-general-the-questions-that-are-on-our_1738455.jpg) [Download](https://sms4smile.com/quotes/i/a19/clayton-christensen-2433_branding_in-general-the-questions-that-are-on-our_1738455.jpg) [Open image](https://sms4smile.com/quotes/i/a19/clayton-christensen-2433_branding_in-general-the-questions-that-are-on-our_1738455.jpg) > “In general, the questions that are on our mind are the same questions that have been driving our work over the past decade. How do we bring order to this messy, unpredictable world of innovation? How can we dramatically improve the chances of creating a successful new-growth business? How can we do this again and again? More specifically, it has become very clear that the fundamental paradigms of market segmentation and branding are badly broken - and we're working on developing more useful theories for these dimensions of innovation.” [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Innovation is chaotic; we need new frameworks for market segmentation and branding to repeat success. **In simple terms:** Innovation is messy; new frameworks help. Key Takeaway Develop better models for growth. Themes innovation strategy growth Mood strategic inquisitive Type business thought‑leadership When to use this quote - startup creation - product launches - corporate pivots - investment decisions Key Concepts business theory market analysis Questions to Reflect On - What assumptions underlie current segmentation? - How can you test new branding theories? A Different Perspective Frameworks may oversimplify complex markets. ★ ★ ★ ★ ★ No ratings yet [Branding](https://sms4smile.com/quotes/about/branding/) [Broken](https://sms4smile.com/quotes/about/broken/) [Business](https://sms4smile.com/quotes/about/business/) [Chance](https://sms4smile.com/quotes/about/chance/) [Dimensions Innovation](https://sms4smile.com/quotes/about/dimensions-innovation-1498089/) [Driving](https://sms4smile.com/quotes/about/driving/) [Innovation](https://sms4smile.com/quotes/about/innovation/) [Market Segmentation](https://sms4smile.com/quotes/about/market-segmentation-1498091/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Messy](https://sms4smile.com/quotes/about/messy/) [Mind](https://sms4smile.com/quotes/about/mind/) [Mind Questions](https://sms4smile.com/quotes/about/mind-questions-1498088/) [Over the past](https://sms4smile.com/quotes/about/over-the-past/) [Paradigm](https://sms4smile.com/quotes/about/paradigm/) [Past](https://sms4smile.com/quotes/about/past/) [Psychology](https://sms4smile.com/quotes/about/psychology/) [Segmentation Branding](https://sms4smile.com/quotes/about/segmentation-branding-1498090/) [Successful](https://sms4smile.com/quotes/about/successful/) [Unpredictable](https://sms4smile.com/quotes/about/unpredictable/) [World](https://sms4smile.com/quotes/about/world/) ## Related quotes > [“Thirty thousand new consumer products hit store shelves each year. Ninety percent of them fail. Why? We’re using misguided market-segmentation practices. For instance, we…](https://sms4smile.com/quotes/harvard-business-school-press/thirty-thousand-new-consumer-products-hit-store-shelves-each-year/) [Harvard Business School Press](https://sms4smile.com/quotes/author/harvard-business-school-press/) > [Market segmentation is the single, most powerful tool in the marketing managers arsenal.](https://sms4smile.com/quotes/leigh-cowan/market-segmentation-is-the-single-most-powerful-tool-in-the-marketing/) [Leigh Cowan](https://sms4smile.com/quotes/author/leigh-cowan/) > [Market segmentation s a natural result of the vast differences among people](https://sms4smile.com/quotes/anonymous/market-segmentation-s-a-natural-result-of-the-vast-differences-among/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [An open mind, in questions that are not ultimate, is useful. But an open mind about the ultimate foundations either of Theoretical or of…](https://sms4smile.com/quotes/anonymous/an-open-mind-in-questions-that-are-not-ultimate-is-useful-but-an-open-3/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [“An open mind, in questions that are not ultimate, is useful. But an open mind about the ultimate foundations either of Theoretical or of…](https://sms4smile.com/quotes/c-s-lewis-2/an-open-mind-in-questions-that-are-not-ultimate-is-useful-but-an-open-2/) [C.S. Lewis](https://sms4smile.com/quotes/author/c-s-lewis-2/) > [A well-educated mind will always have more questions than answers.](https://sms4smile.com/quotes/helen-keller/a-well-educated-mind-will-always-have-more-questions-than-answers/) [Helen Keller](https://sms4smile.com/quotes/author/helen-keller/) > [“An open mind, in questions that are not ultimate, is useful. But an open mind about the ultimate foundations either of Theoretical or of…](https://sms4smile.com/quotes/c-s-lewis-2/an-open-mind-in-questions-that-are-not-ultimate-is-useful-but-an-open/) [C.S. Lewis](https://sms4smile.com/quotes/author/c-s-lewis-2/) > [“A mind with questions is a mind open to understanding.”](https://sms4smile.com/quotes/colleen-houck/a-mind-with-questions-is-a-mind-open-to-understanding/) [Colleen Houck](https://sms4smile.com/quotes/author/colleen-houck/) > [Ultimately, when you come up with a classification scheme that is collectively exhaustive and mutually exclusive, then the theory can become what Kuhn called…](https://sms4smile.com/quotes/clayton-christensen/ultimately-when-you-come-up-with-a-classification-scheme-that-is/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [I think one of the biggest political failures, and the biggest social failures, over the past few years has been the failure of empathy;…](https://sms4smile.com/quotes/colum-mccann/i-think-one-of-the-biggest-political-failures-and-the-biggest-social/) [Colum McCann](https://sms4smile.com/quotes/author/colum-mccann/) > [In colonial America, the father was the primary parent. . . . Over the past two hundred years, each generation of fathers has hadless…](https://sms4smile.com/quotes/frank-pittman/in-colonial-america-the-father-was-the-primary-parent-over-the-past/) [Frank Pittman](https://sms4smile.com/quotes/author/frank-pittman/) > [...warming of the climate system is unequivocal...most of the global average warming over the past 50 years is very likely due to anthropogenic greenhouse…](https://sms4smile.com/quotes/rajendra-k-pachauri/warming-of-the-climate-system-is-unequivocal-most-of-the-global/) [Rajendra K. Pachauri](https://sms4smile.com/quotes/author/rajendra-k-pachauri/) > [There has been, for some reason (or more likely an unfortunate accumulation of reasons) a trend over the past several decades for parents to…](https://sms4smile.com/quotes/carolyn-hax/there-has-been-for-some-reason-or-more-likely-an-unfortunate/) [Carolyn Hax](https://sms4smile.com/quotes/author/carolyn-hax/) > [What is at stake is how to answer the potential threat Iraq represents with the risk of proliferation of WMD. Baghdad's regime did use…](https://sms4smile.com/quotes/jacques-chirac/what-is-at-stake-is-how-to-answer-the-potential-threat-iraq/) [Jacques Chirac](https://sms4smile.com/quotes/author/jacques-chirac/) > [Over the past 50 years Bob Hope employed 88 joke writers who supplied him with more than one million gags, and he still couldn't…](https://sms4smile.com/quotes/eddie-murphy/over-the-past-50-years-bob-hope-employed-88-joke-writers-who-supplied/) [Eddie Murphy](https://sms4smile.com/quotes/author/eddie-murphy/) ## More by Clayton Christensen > [But actually theory is very practical. Gravity is a theory, for example. It allows you to predict that if you step off a cliff…](https://sms4smile.com/quotes/clayton-christensen/but-actually-theory-is-very-practical-gravity-is-a-theory-for-example/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [In our lives and in our careers, whether we are aware of it or not, we are constantly navigating a path by deciding between…](https://sms4smile.com/quotes/clayton-christensen/in-our-lives-and-in-our-careers-whether-we-are-aware-of-it-or-not-we/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [Many of the factors that we think will cause motivation, such as fair pay and a good manager, won't make you love your job.…](https://sms4smile.com/quotes/clayton-christensen/many-of-the-factors-that-we-think-will-cause-motivation-such-as-fair/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [People in private equity complain that they have so much capital and so few places to invest. But you have lots of entrepreneurs trying…](https://sms4smile.com/quotes/clayton-christensen/people-in-private-equity-complain-that-they-have-so-much-capital-and/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [If you're successful and growing, you can manage any way you want to. Growth makes so many dimensions of management easier. It's when growth…](https://sms4smile.com/quotes/clayton-christensen/if-you-re-successful-and-growing-you-can-manage-any-way-you-want-to/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [A sustaining innovation makes better products that you can sell for better profits to your best customers.](https://sms4smile.com/quotes/clayton-christensen/a-sustaining-innovation-makes-better-products-that-you-can-sell-for/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [Purpose must be deliberately conceived and chosen, and then pursued.](https://sms4smile.com/quotes/clayton-christensen/purpose-must-be-deliberately-conceived-and-chosen-and-then-pursued/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [The mistake that makes launching a venture expensive is when you try to make a disruptive technology so good that it can compete on…](https://sms4smile.com/quotes/clayton-christensen/the-mistake-that-makes-launching-a-venture-expensive-is-when-you-try/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [What you need is a fundamental humility - the belief that you can learn from anyone.](https://sms4smile.com/quotes/clayton-christensen/what-you-need-is-a-fundamental-humility-the-belief-that-you-can-learn/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [This is why I belong, and why I believe. I commend to all this same search for happiness and for the truth.](https://sms4smile.com/quotes/clayton-christensen/this-is-why-i-belong-and-why-i-believe-i-commend-to-all-this-same/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [I think this is one reason why the Lord invented the Internet - so members can teach one another how to succeed in assignments…](https://sms4smile.com/quotes/clayton-christensen/i-think-this-is-one-reason-why-the-lord-invented-the-internet-so/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [Because these firms listened to their customers, invested aggressively in new technologies that would provide their customers more and better products of the sort…](https://sms4smile.com/quotes/clayton-christensen/because-these-firms-listened-to-their-customers-invested-aggressively/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [At the beginning of almost every industry, the available products and services are so expensive to own and complicated to use that only people…](https://sms4smile.com/quotes/clayton-christensen/at-the-beginning-of-almost-every-industry-the-available-products-and/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [Management has to provide the coordinating mechanism between what the supplier provides and what the user needs in not-good-enough situations where product architecture is…](https://sms4smile.com/quotes/clayton-christensen/management-has-to-provide-the-coordinating-mechanism-between-what-the/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) > [When you're thinking about your next product or current product and wondering how to make it different so you don't have competition, understand the…](https://sms4smile.com/quotes/clayton-christensen/when-you-re-thinking-about-your-next-product-or-current-product-and/) [Clayton Christensen](https://sms4smile.com/quotes/author/clayton-christensen/) [Explore all 166 Clayton Christensen quotes ](https://sms4smile.com/quotes/author/clayton-christensen/) ## More Branding quotes > [From Augustine down, theologians have tried to compel people to accept their special interpretation of the Scripture, and the tortures of the inquisition, the…](https://sms4smile.com/quotes/matilda-joslyn-gage/from-augustine-down-theologians-have-tried-to-compel-people-to-accept/) [Matilda Joslyn Gage](https://sms4smile.com/quotes/author/matilda-joslyn-gage/) > [“Salesmanship is usually the art of making it the prospect’s problem, the salesperson’s need or desire to earn money.”](https://sms4smile.com/quotes/mokokoma-mokhonoana/salesmanship-is-usually-the-art-of-making-it-the-prospect-s-problem/) [Mokokoma Mokhonoana](https://sms4smile.com/quotes/author/mokokoma-mokhonoana/) > [“apple brand is the school ,Samsung is a brilliant student”](https://sms4smile.com/quotes/jinzo-sloatch/apple-brand-is-the-school-samsung-is-a-brilliant-student/) [Jinzo Sloatch](https://sms4smile.com/quotes/author/jinzo-sloatch/) > [When the idea came up, (Newman's Own) I said, "Are you crazy? Stick my face on the label of salad dressing?" And then, of…](https://sms4smile.com/quotes/paul-newman/when-the-idea-came-up-newman-s-own-i-said-are-you-crazy-stick-my-face/) [Paul Newman](https://sms4smile.com/quotes/author/paul-newman/) > [The Americans say that we are ungrateful-but I ask them for heaven's sake, what should we be grateful to them for-for murdering our fathers…](https://sms4smile.com/quotes/david-walker/the-americans-say-that-we-are-ungrateful-but-i-ask-them-for-heaven-s/) [David Walker](https://sms4smile.com/quotes/author/david-walker/) > [“Personally, I believe in tools that close the gap between professionals and beginners, understanding that — push comes to shove — this is a…](https://sms4smile.com/quotes/laura-busche/personally-i-believe-in-tools-that-close-the-gap-between/) [Laura Busche](https://sms4smile.com/quotes/author/laura-busche/) > [Branding Through Customer Service Over the years, the number one driver of our growth at Zappos has been repeat customers and word of mouth.…](https://sms4smile.com/quotes/tony-hsieh/branding-through-customer-service-over-the-years-the-number-one/) [Tony Hsieh](https://sms4smile.com/quotes/author/tony-hsieh/) > [The power of branding, particularly when it comes to automobiles, is overwhelming. You go back to the seventies and eighties with the General Motor…](https://sms4smile.com/quotes/rush-limbaugh/the-power-of-branding-particularly-when-it-comes-to-automobiles-is/) [Rush Limbaugh](https://sms4smile.com/quotes/author/rush-limbaugh/) > [“Contributors and distributors tend to do better at personal branding than takers and fakers.”](https://sms4smile.com/quotes/ryan-lilly/contributors-and-distributors-tend-to-do-better-at-personal-branding/) [Ryan Lilly](https://sms4smile.com/quotes/author/ryan-lilly/) > [“Once you are dressed there may be still more you can do to enhance, complement, or complete your look. Simply changing your accessories will…](https://sms4smile.com/quotes/susan-c-young/once-you-are-dressed-there-may-be-still-more-you-can-do-to-enhance/) [Susan C. Young](https://sms4smile.com/quotes/author/susan-c-young/) > [“Your names and your photos give you a unique identity. Make and maintain a good name in the hearts of people. Paint good photos…](https://sms4smile.com/quotes/israelmore-ayivor/your-names-and-your-photos-give-you-a-unique-identity-make-and/) [Israelmore Ayivor](https://sms4smile.com/quotes/author/israelmore-ayivor/) > [“I would love to tell you that being a content manager is easy. Straightforward. That you will be able to focus on what is…](https://sms4smile.com/quotes/laura-busche/i-would-love-to-tell-you-that-being-a-content-manager-is-easy/) [Laura Busche](https://sms4smile.com/quotes/author/laura-busche/) > [“Brands have to reduce perceived risk else a generic product will do. It should have an acquired power to influence market. Finally, it has…](https://sms4smile.com/quotes/abraham-varghese/brands-have-to-reduce-perceived-risk-else-a-generic-product-will-do/) [Abraham Varghese](https://sms4smile.com/quotes/author/abraham-varghese/) > [Products are made in the factory, but brands are created in the mind.](https://sms4smile.com/quotes/leo-burnett/products-are-made-in-the-factory-but-brands-are-created-in-the-mind/) [Leo Burnett](https://sms4smile.com/quotes/author/leo-burnett/) > [“The decision to create a book trailer is entirely up to you. I can remember when "video killed the radio star" on MTV and…](https://sms4smile.com/quotes/kytka-hilmar-jezek/the-decision-to-create-a-book-trailer-is-entirely-up-to-you-i-can/) [Kytka Hilmar-Jezek](https://sms4smile.com/quotes/author/kytka-hilmar-jezek/) [Browse all 467 Branding quotes ](https://sms4smile.com/quotes/about/branding/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "In general, the questions that are on our mind are the same questions that have been driving our work over the past decade. How do we bring order to this messy, unpredictable world of innovation? How can we dramatically improve the chances of creating a successful new-growth business? How can we do this again and again? 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