Publications

Competing Against Luck

Type
Link
Cost
Paid
Published
2016
Full Name
Competing Against Luck: The Story of Innovation and Customer Choice

Competing Against Luck carefully lays down the author’s comprehensive explanation of theory that customers don’t buy products or services; they “hire” them to do a job, thus understanding customer jobs. Contrary to popular belief that understanding the customer is the key to innovation, Clayton Christensen argues 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. Competing Against Luck explains that job theory offers new hope for companies to further their innovation and growth.

Competing Against Luck contains:

Introduction: Why You Should Hire This Book ix

Section I An Introduction to Jobs Theory

  • Chapter 1 The Milk Shake Dilemma
  • Chapter 2 Progress, Not Products
  • Chapter 3 Jobs in the Wild

Section 2 The Hard Work-and Payoff-of Applying Jobs Theory

  • Chapter 4 Job Hunting
  • Chapter 5 How to Hear What Your Customers Don't Say
  • Chapter 6 Building Your Résumé

Section 3 The Jobs to Be Done Organization

  • Chapter 7 Integrating Around a Job
  • Chapter 8 Keeping Your Eye on the Job
  • Chapter 9 The Jobs-Focused Organization
  • Chapter 10 Final Observations About the Theory of Jobs

Acknowledgments

Index