Clayton Christensen

Foreword

By Edo Segal

The company that does everything right is the one that dies.

That sentence should not be true. It violates every instinct a builder carries. You listen to your customers. You invest in quality. You improve your product along the dimensions your best users demand. You do the disciplined, responsible, hard work of excellence — and the framework says that discipline is the mechanism of your displacement. Not a side effect. The mechanism itself.

I resisted this for years. I am a builder. Builders believe in craft. We believe that if you make the thing well enough, the market rewards you. Clayton Christensen spent thirty years documenting the cases where it does not — where the reward for excellence is irrelevance, delivered not by a superior competitor but