JTBD From Milkshakes To Meaning Clay Christensen showed us how to understand consumer preference beyond the A|B test. That key unlocks product-market fit for the Circular Century. 13 Oct
WWHTBT "What Would Have To Be True?" You cannot A|B test your way to system change. Why circular transformation requires asking 'What Would Have to Be True?' instead of 'How Might We?' 06 Oct
