Competing Against Luck: The Story of Innovation and Customer Choice
| Author | : | |
| Rating | : | 4.76 (856 Votes) |
| Asin | : | 0062435612 |
| Format Type | : | paperback |
| Number of Pages | : | 288 Pages |
| Publish Date | : | 2013-09-21 |
| Language | : | English |
DESCRIPTION:
Understanding customers does not drive innovation success, he argues. Customers don't buy products or services; they "hire" them to do a job. But this book is not about celebrating these successes--it's about predicting new ones. The "Jobs to Be Done" approach can be seen in some of the world's most respected companies and fast-growing startups, including , Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.This book carefully lays down the authors' 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,
A graduate of Cornell University and Northwestern University's Medill School of Journalism, she was named by Ashoka as one of the world's most influential and inspiring women.DAVID S. Clark Professor at Harvard Business School, the author of eleven books, a five-time recipient of the McKinsey Award for Harvard Business Review
"Job to be done theory gets the job done" according to Bud Michael. Clay Christensen once again demonstrates why he is the preeminent authority on innovation. His Jobs Theory is applicable as a method to critically think about why consumers buy ("hire") products and services, and why they switch ("fire"). Jobs Theory forces the providers of products and services to get into the mind of the customer.. "increasing sales is far more likely to be useful than doing taste tests" according to Ian Mann. In 1995 the term “disruptive innovation” was coined by Harvard Professor, Clayton Christensen to describe how certain types of innovation change industries. But this is rare. Most innovation doesn’t amount to much, and fizzles out despite extensive quantitative research and Herculean advertising efforts.In this book, Christensen et al, offer a simple but profound insight which they call the ‘Theory of Jobs to Be Done.’ The purpose of this insight is to shed light on why people adopt an innovation in larg. A Must Read for All Managers "Competing Against Luck" is a must read for managers across all functions because it is about growth and success as much as it is about innovation. Throughout this book a team of innovation experts, including Professor Clay Christensen, show how their "Jobs Theory" approach drives innovation and business success. In full disclosure, one of Christensen's co-authors is my Nielsen colleague, Taddy Hall, who has spent decades studying and understanding innovation around the world. The result of this intense research into innovation acros
Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. This game-changing book is filled with compelling real world examples, including from inside Intuit. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they’re seeking to make in their lives. (Reed Hastings, Co-founder and CEO of Netflix)Competing Against Luck offers fresh thinking on how to get innovation right. (Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label)As a long-time fan of Clay Christensen,