Competing Against Luck presents a transformative approach to innovation that discards conventional wisdom and introduces a methodology based on understanding the true reasons customers choose a product. Authored by Harvard Business School professor Clayton Christensen along with Taddy Hall, Karen Dillon, and David S. Duncan, this insightful book challenges the traditional belief that mere customer understanding is enough for innovation success. Instead, it argues that customers "hire" products to complete particular tasks in their lives. Drawing on extensive research, the book introduces the "Jobs to Be Done" theory - a framework that explains how identifying the underlying jobs for which customers use products can lead to breakthrough growth. By analyzing real-world examples from companies such as Amazon, Intuit, Uber, Airbnb, and Chobani, Competing Against Luck shows how businesses can shift from trial-and-error methods to purposeful product development that resonates with customer needs. This thought-provoking work offers a clear and comprehensive guide for organizations striving to predict and create future successes. It provides practical insights into applying the theory in everyday business scenarios and offers a robust explanation of why this approach to innovation is both predictive and powerful.
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