![]() ![]() To appreciate the truth of this claim, it’s vital to understand one of Clayton Christensen’s theories on marketing and product development: Jobs-to-be-done. But innovation theory can provide a crystal ball theory could have predicted iTunes’ success and it’s currently predicting Spotify’s success. Apple set the stage to decimate Tower Records and Sam Goody before either had a clue their industry was about to revolt. And it could even be thought of as fitting iTunes accomplished the exact same thing during its early-2000s attack on the bricks-and-mortar retail music industry. Though you might not even be aware of the competitor that is attacking the music titan of the past decade, that iTunes business model is about to be blown up completely and swiftly. ![]() It is walking, talking, and continuing to pretend it’s alive, but Spotify, Europe’s outrageously successful streaming music product, has just shown us the future. For another look at the Spotify launch, see “ Why I’m Not Going Near Spotify (and Why You Shouldn’t Either).” ![]()
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