Why Do People Buy Things? It’s Not Why You Think, According to a Brilliant Harvard Professor

Most marketers focus on the wrong information, says bestselling author Clay Christensen. Why do people buy things? If you answered, "Because they want them or need them," you're only partly right, according to Clayton Christensen, Harvard professor and author of the bestselling The Innovator's Dilemma. In a keynote presentation at last month's Qualtrics Insight Summit, Christensen explained his view of why