Usually all product changes occur through trial and error: functionality is added, the appearance is modified, and then you can only hope that it will work. In fact, innovation can be much more predictable, and much more profitable. In his new book, The Law of Successful Innovation, Clayton Christensen explains that the key to success is understanding what motivates customers to make their choices. You'll learn how to understand your customers' challenges and be able to accurately predict the success of your innovations.