A Quote by Clayton Christensen
If you want to make better theory, you've got to use the best that's available and look through the lens of another discipline to see if you can uncover more anomalies. By looking at the phenomena of failure from the perspective of sales, marketing, finance, general management, and the equity markets, I was able to see things that Rebecca [Henderson] hadn't.
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My mission is to change the way people see the world. Everybody has a perspective or a lens they see things through, and hopefully I can adjust that lens or change that lens so that they see things from a different perspective, a different lens.
I was accepted into Cornell in 1979 and went there to follow a finance and business path. I ended up pursuing marketing and sales because I was selected by Procter & Gamble as an undergraduate candidate to go into its brand management program, which is typically available only to M.B.A. candidates.
I found marketing to be highly descriptive and prescriptive, without much of a foundation in deep research. I brought in economics, organization theory, mathematics, and social psychology in my first edition of Marketing Management in 1967. Today Marketing Management is in its 15th edition and remains the world's leading textbook on marketing in MBA programs. Subsequently, I wrote two more textbooks, Principles of Marketing and Marketing: an Introduction.
What does reflect reality very well is complexity theory, which comes from physics. I'm the one pioneering the idea of bringing it to capital markets. When you look at capital markets through the lens of complexity theory, you ask "what's the scale of the system?" Scale is a fancy word for size. What measures are you using? If you look at total debt, the concentration of assets in the five largest banks, what percentage of the total assets of the five largest banks are interconnected? What you see is a very densely connected, fragile system that could collapse at any moment.
I've been living this extraordinary life with a new enlightened perspective, to see things from a higher perspective. I feel like I'm able to see things from that higher perspective at Impact Wrestling right now where there are unlimited opportunities and room for growth and to make some work I can really be proud of.
An actor's only perception is of their character, and they're looking at one piece. A writer is looking at the entire story. They're going to see things that the writer didn't see because they're only looking through their lens.
Looking through the camera lens reduces noise; as humans we see a million shapes, colours and textures. What the lens does, what art does in general, is get rid of all the noise. It hones in and isolates the qualities of a scene.
Because I didn't see war in Iraq through the partisan lens that seems to dominate a lot of the perspective today with Fox News on the one side and MSNBC on the other, I didn't see it as Democrats good, Republicans bad. I saw it as a situation where the United States is a force that engages in these military operations around the world, and it's the job of journalists to provide the American people with information they can use to make informed decisions.
We have to pay attention to one another, regardless of how someone may look or act, look again. Looking at people is like looking at art. I may look at a painting and dislike it because I don't understand it but then I'll look deeper and I'll see things better.
Looking back to data, we can see if the consequences are plausible; looking forward to theory, we can see if general principles are suggested.
I think the 50mm lens is an extremely good discipline lens; it requires you to see in a more refined way, not just tighter.
You can put this another way by saying that while in other sciences the instruments you use are things external to yourself (things like microscopes and telescopes), the instrument through which you see God is your whole self. And if a man's self is not kept clean and bright, his glimpse of God will be blurred - like the Moon seen through a dirty telescope. That is why horrible nations have horrible religions: they have been looking at God through a dirty lens.
If the theory accurately predicts what they [scientists] see, it confirms that it's a good theory. If they see something that the theory didn't lead them to believe, that's what Thomas Kuhn calls an anomaly. The anomaly requires a revised theory - and you just keep going through the cycle, making a better theory.
Often in companies, you'll see tensions between sales and marketing. Sales people will want to give discounts to clients because they often get paid a commission based on how much they sell. So they're always pushing to give discounts because that will increase sales. Marketing, however, is judged by overall profitability.
When I can see things through the lens of the director, it's like being able to see the whole puzzle - it's not just about my role, but the whole script.
We've got tremendous equity in cow spots and in the name Gateway, so this isn't anything radical, but you'll see us getting more sophisticated in our marketing efforts.
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