Competing Against Luck: The Story Of Innovation And Customer Choice

Product Description

The foremost authority on innovation & growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products & 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 & 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 & fast-growing startups including Amazon Intuit Uber Airbnb & 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 that customers not only want to hire but that they'll pay premium prices to bring into their lives Jobs theory offers new hope for growth to companies frustrated by their hit & miss efforts This book carefully lays down Christensen's provocative framework providing a comprehensive explanation of the theory & why it is predictive how to use it in the real world-and most importantly how not to squander the insights it provides