{"product_id":"competing-against-luck-the-story-of-innovation-and-customer-choice-isbn-9780062565235","title":"Competing Against Luck: The Story of Innovation and Customer Choice","description":"\u003cp\u003eThe foremost authority on innovation and growth presents a path-breaking book on business strategy 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.\u003c\/p\u003e\u003cp\u003eHow 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.\u003c\/p\u003e\u003cp\u003eAfter years of market 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.\u003c\/p\u003e\u003cp\u003eChristensen 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 predictable growth to companies frustrated by their hit and miss efforts.\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eWhy do most companies fail at innovation, and what is the causal mechanism that will allow you to compete against luck?\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eA New Perspective on the Customer:\u003c\/b\u003e Learn why the long-held maxim that \"understanding the customer\" is the crux of innovation is wrong. Stop focusing on customer profiles and start understanding the \"job\" they hire your product to do.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eThe Causal Mechanism of Choice:\u003c\/b\u003e Move beyond correlation to understand causality. Discover the framework that explains why customers make the choices they do, turning innovation from a game of hit-and-miss into a predictable process.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eFrom Theory to Practice:\u003c\/b\u003e See how the world’s most respected companies and fast-growing startups like Amazon, Intuit, and Uber have used this approach to create products customers will pay premium prices for.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eA Playbook for Growth:\u003c\/b\u003e This book doesn't just explain the theory; it provides a comprehensive guide on how to apply it in the real world and avoid squandering the powerful insights it provides.\u003c\/li\u003e\n\u003c\/ul\u003e | \u003cp\u003eA generation ago, Clayton Christensen revolutionized business with his groundbreaking theory of disruption—a way to predict how competitors will respond to different types of innovation. In this book, Christensen and his coauthors examine the other side of the puzzle: what causes growth, and how to create it.\u003c\/p\u003e\u003cp\u003eAfter years of research, Christensen, Hall, Dillon, and Duncan show that the long-held maxim—that the crux of innovation is knowing more and more about the customer—is wrong. Customers don’t simply buy products or services; they “hire” them to do a job. Understanding customers does not drive innovation success. The key is understanding customers’ Jobs to Be Done. 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, and Airbnb to name just a few.\u003c\/p\u003e\u003cp\u003eThis book carefully lays down the authors’ provocative framework, providing a comprehensive explanation of the theory, why it’s predictive, and, most important, how to use it to improve innovation in the real world.\u003c\/p\u003e | \u003cp\u003e“[M]ore genuinely a self-help book than the genre it disparages. Instead of force-feeding readers with orders on how to improve, it aims to give them the tools to set their own course” - \u003cb\u003e\u003ci\u003eFinancial Times on How Will You Measure Your Life?\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“[R]evealing and profound.” - \u003cb\u003e\u003ci\u003eInc. Magazine on How Will You Measure Your Life?\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThis game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had --and will continue to have ---a profound influence on Intuit’s approach to innovation.  It just might change yours, too. - \u003cb\u003e\u003ci\u003eScott Cook, Co-founder \u0026amp; Chairman of Intuit\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eClayton Christensen’s books on innovation are mandatory reading at Netflix. - \u003cb\u003e\u003ci\u003eReed Hastings, Co-founder and CEO of Netflix\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThe Theory of Jobs to Be Done has the essential trait of any good management theory: Once explained, it seems glaringly obvious. - \u003cb\u003e\u003ci\u003ePhilip Delves Broughton, Wall Street Journal\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e[Competing Against Luck] will likely become part of the thoughtful founder’s strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple…  “What job is our customer trying to accomplish?” stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn’t just introduce a tool, it also lays out a program. - \u003cb\u003e\u003ci\u003eInc. Magazine\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eCompeting Against Luck offers fresh thinking on how to get innovation right. 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. Bravo! - \u003cb\u003e\u003ci\u003eMuhtar Kent, CEO of The Coca-Cola Company\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eClay Christensen and his co-authors have presented critical business thinkers and doers with a breakthrough theory that will change how leaders approach innovation by reverse engineering from a high value and focused customer job to be done. I have read it cover to cover--and will ask my top team to do the same. - \u003cb\u003e\u003ci\u003eRon Frank, IBM\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eIn an age of big data and hyper segmentation, Christensen’s thinking is refreshing and clarifying. This book will relieve you of tired marketing conversations and invite you into worlds of new and ultimately, defining possibilities. \u003ci\u003eCompeting Against Luck\u003c\/i\u003e is a must read for anyone working on developing or sustaining a distinctive brand. - \u003cb\u003e\u003ci\u003eMaureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eAs a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn’t disappoint. This book has the potential to change the way you view innovation. Engaging and well-written, Christensen and his co-authors caused me to stop and really think about how Khan Academy is growing. I highly recommend it. - \u003cb\u003e\u003ci\u003eSal Khan, Founder \u0026amp; CEO, Khan Academy\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eCompeting Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business.  A fun and quick read - and a set of ideas that will be useful when you negotiate with vendors or plan your next program. - \u003cb\u003e\u003ci\u003eInside Higher Education\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":44888439390437,"sku":"NP9780062565235","price":19.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780062565235.jpg?v=1730229090","url":"https:\/\/k12savings.com\/products\/competing-against-luck-the-story-of-innovation-and-customer-choice-isbn-9780062565235","provider":"K12savings","version":"1.0","type":"link"}