This book is a practical and insightful one. It is easy to read and the ideas shared are food for thought...whilst I did not fully embrace all the perspectives, there are important principles and approaches that can be employed in management and technical planning. Whilst the context of the book is deeply American in nature, you will find it quite useful. In today's market place a firm have to disrupt itself quite often, while building products to satisfy different segment of the market. The innovation process may require us to create the customers around our evolving product. A great book for budding entrepreneurs, managers and executives alike.