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Competing Against Luck: The Story of Innovation and Customer Choice, by Clayton M. Christensen, Taddy Hall
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The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.
How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer.
A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now he goes further, offering powerful new insights. After years of research, Christensen has come to one critical conclusion: Our long-held maxim - that understanding the customer is the crux of innovation - is wrong. Customers don't buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world's most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes - it's about predicting new ones.
Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products not only that customers want to hire, but for which they'll pay premium prices to bring them into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.
This book carefully lays down Christensen's provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world - and, most importantly, how not to squander the insights it provides.
- Sales Rank: #1403 in Audible
- Published on: 2016-10-04
- Released on: 2016-10-04
- Format: Unabridged
- Original language: English
- Running time: 445 minutes
Most helpful customer reviews
7 of 7 people found the following review helpful.
Great introduction into concept
By Chad
Great overview of jobs to be done theory. A bunch of specific examples of JTBD in action. Excellent introduction to the concept, but would highly recommend listening to a JTBD interview to "get it".
2 of 2 people found the following review helpful.
This book is a must read for anyone who leads an organization of ANY TYPE- social sector, business or otherwise
By Amazon Customer
This book is a must read for anyone who leads an organization of ANY TYPE. Understanding your organization's unique value or contribution has, for a long time, felt like nebulous and elusive. This book dispels the myth and offers practical advice on how to really understand the job that people who rely on your service or product are in search of (and not what they say that want, but what their behaviors and context suggest is actually at play). The curtain is pulled back through practical, plain speak advice and cross-sector case studies from education to engineering to toy manufacturing. As a leader in education, I am thinking in completely different ways as a result of having been introduced to this theory and the methodology behind it. Imagine a world where principals and teachers had a robust understanding of what job parents were really hiring a "school" to do? Now imagine a school that could be designed to meet that job perfectly while also moving kids along into the 21st century? The application of this theory are endless. Thank you for writing this book and offering such tactical, practical advice!
2 of 2 people found the following review helpful.
This book does a great job at adding to my knowledge of the theory ...
By Dave Rothschild
I've been a student of jobs to be done for many years. This book does a great job at adding to my knowledge of the theory but also makes the theory very understandable to first timers. The examples from Bob Moesta are excellent as are the other examples in the book.
The explanation of theory building at the end, while short, is very helpful to those that are skeptical that science can be applied to innovation.
I read the whole book on my iPhone and Mac Kindle readers, sync'ing along the way. The best part is that all the highlighting I did is available on the Amazon website so I can copy and past all my highlights into a Google doc for easy, long term access to my highlights of key passages.
Great job team!
Dave
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