During President Mills’ Convocation address about education’s technology transformation, which was recently adapted as an essay in Inside Higher Ed, he references the work of Harvard Business School Professor Clayton Christensen, expert on disruptive change and author of several books on the subject, including The Innovator’s Dilemma, Disrupting Class and The Innovator’s Prescription.

In an interview with Inc. magazine, Christensen shares his analysis of marketing, offering that it’s all about asking, “What job is the customer trying to accomplish?”