Customer Jobs also incorporates another one of Schumpeter’s brilliant insights that is almost always overlooked. Schumpeter argued that competition should not be measured only among products of the same “type.” He insisted that competition can come from anywhere. You might think you’re alone in a market or have market superiority, but some competitor unknown to you could be stealing away your customers. Your only sign that something is wrong is decreasing sales. In chapter 8, we take a close look at Customer Jobs, creative destruction, and competition.