The Innovator's Prescription. We call out the book only as shorthand for everything in it, and if you're on this site, we expect you've already dog-eared your copy. Dr. Christensen's thoughts on strategy and disruptive innovation have been a guide to entrepreneurs in many industries, healthcare being one of the most recent. Some call him "the Muse." The concepts in his series of books repeat themselves enough so that you needn't read them all to reap the benefits. We recommend this title not only for subject relevance, but because it seems to pack the most in and isn't a snooze to read. We wish to call special attention to pages 8 through 17, where Dr. Christensen and his coauthors explain, in unmistakably plain terms, the very first step in successful innovation of any kind: understand the job that customers are trying to do. He illustrates this with the "case of the milkshake." Read it again.