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Competing Against Luck: The Story Of Innovation And Customer Choice
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Competing Against Luck: The Story Of Innovation And Customer Choice
$3799
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
Ideal for business leaders, entrepreneurs, innovators, and strategists seeking a robust theory of innovation grounded in customer behaviour. Also valuable for students of business and innovation who want to learn how to predict and deliver successful products and services.
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Description
The foremost authority on innovation and growth presents a path-breaking book 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.
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 has the answer. A generation ago, Christensen revolutionised business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights.
After years of 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.
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.
Competing Against Luck: The Story Of Innovation And Customer Choice 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.
Book Details
INFORMATION
ISBN: 9780062565235
Publisher: HarperCollins Publishers Inc
Format: Paperback / softback
Date Published: 04 October 2016
Country: United States
Imprint: HarperCollins
Contributors:
- With Taddy Hall
Audience: General / adult
DIMENSIONS
Spine width: 20.0mm
Width: 152.0mm
Height: 229.0mm
Weight: 345g
Pages: 288
About the Author
Clayton M. Christensen is the Kim B. Clark Professor of Business Administration at the Harvard Business School. In addition to his most recent book, How Will You Measure Your Life, he is the author of seven critically-acclaimed books, including several New York Times bestsellers — The Innovator''s Dilemma, The Innovator''s Solution and most recently, Disrupting Class. Christensen is the co-founder of Innosight, a management consultancy; Rose Park Advisors, an investment firm; and the Innosight Institute, a non-profit think tank. In 2011, he was named the world’s most influential business thinker by Thinkers50.A native of Australia, James Allworth is a graduate of the Harvard Business School, where he was named a Baker Scholar, and the Australian National University. He writes regularly for the Harvard Business Review. He has previously worked at Booz & Company, and Apple.Karen Dillon was Editor of the Harvard Business Review until 2011. She previously served as deputy editor of Inc magazine and was editor and publisher of the critically-acclaimed American Lawyer magazine. She is a graduate of Cornell University and Northwestern University’s Medill School of Journalism. In 2011, she was named by Ashoka as one of the world’s most influential and inspiring women.
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