Emergent Layers, Chapter 4: Some Speculation About the Future
Alex Danco
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Very interesting framework and thoughts. If you’re a fan of the Christensen theories around job-to-be-done and low-end innovation, you might find this framework interesting.

I borrowed theories from Christensen, Blue Ocean Strategy, and Design Thinking at large to (1) help identify state of the market and (2) create a strategy for disrupting it.

The real key behind all of it is matrixing *actual* consumer values versus product attributes. I stress *actual* because values are often latent or unarticulated. Fortunately, there is a whole field dedicated to discovering these values — design ethnography — but that is subject for another post.

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