|Digital List Price:||539.62|
|Kindle Price:|| 305.45 |
Save 293.55 (49%)
|Sold by:||Amazon Asia-Pacific Holdings Private Limited|
Competing Against Luck: The Story of Innovation and Customer Choice Kindle Edition
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 and miss? Harvard Business School professor Clayton Christensen and his co-authors Taddy Hall, Karen Dillon, and David S. Duncan, have 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 and his co-authors have 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.
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 and miss efforts.
This 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.
Clayton Christensen’s books on innovation are mandatory reading at Netflix. -- Reed Hastings, Co-founder and CEO of Netflix
Competing 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! -- Muhtar Kent, CEO of The Coca-Cola Company
Clay 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. -- Ron Frank, IBM
[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. -- Inc. Magazine
The Theory of Jobs to Be Done has the essential trait of any good management theory: Once explained, it seems glaringly obvious. -- Philip Delves Broughton, Wall Street Journal
In 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. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. -- Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label
As 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. -- Sal Khan, Founder & CEO, Khan Academy
Competing 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. -- Inside Higher Education --This text refers to the paperback edition.
From the Back Cover
A 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.
After 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.
This 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.--This text refers to the paperback edition.
- ASIN : B01BBPZIHM
- Publisher : Harper Business; 1st edition (4 October 2016)
- Language : English
- File size : 1704 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 293 pages
- Page numbers source ISBN : 0062435612
- Best Sellers Rank: #16,491 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
About the authors
Reviews with images
Top reviews from India
There was a problem filtering reviews right now. Please try again later.
I think other than a terminology variation, like customer hires xyz service or product to address his needs there is nothing quite unique in the book. I felt over the years of research, it's Christensen who has really identified that needs driven innovation actually sticks to produce results. The concepts are told in a very different language, with the hiring terminology but I did not quite find any significant new ideas in the book.
But, as with most Christensen books, you will still gain enough to finish reading it. Hence, recommended.
Clay Christiansen is a great Author and equally good observer of event/people. He has an uncanny ability to juxtapose business models to common life events like " buying a news paper".
Buy this book and keep it in your self. You will never regret it
Top reviews from other countries
What is this Theory of Jobs Done? That is a good question. The authors huffed and puffed and do not give you a meaningful answer. They say that Jobs Done means ‘progress’. What on earth does that mean? Like all charmers, they point to all kinds of failure stories, and then attribute that to not using the Jobs to be Done Theory.
If we recast the mantra into something more concrete and practical, the Jobs to be Done Theory merely requires us to understand what we want to achieve, and then to think about how we are going to do that. Most entrepreneurs and commercial people do this. Sometimes they succeed and sometimes they fail. The con in this book is to tell us that understanding and applying the Jobs to be Done Theory is the reason for those who succeed, the reader will realise that this is a circuitous argument. To succeed you must know what your objective is and think about how you can achieve it.
They cite the failure of Proctor & Gamble when they first tried to sell cheap diapers in China. It was not popular. Why? The Jobs to be Done Theory was not used to guide them. So, what did they do? They asked questions of consumers and among those who bought, they found that one of the attractions was that the babies on diapers slept more soundly. Eureka. They advertised that and sales soared. How did the Jobs to be Done Theory help? P & G wanted to sell a lot of diapers but they did not succeed until they found a sales pitch that clicked, but the authors tell us that that was because of the Jobs Theory.
The authors are highly qualified and well-known, but they have merely repackaged common-sense and sold it as a highfalutin ‘Theory of Jobs to be Done’. If you want to understand why some things work and others don’t, read Leonard Mlodinow’s ‘The Drunkard’s Walk’.