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.
Buy Competing Against Luck by Clayton M. Christensen from Australia's Online Independent Bookstore, Boomerang Books.
Book DetailsISBN: 9780062565235
» Have you read this book? We'd like to know what you think about it - write a review about Competing Against Luck book by Clayton M. Christensen and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a Boomerang Books Account Holder - it's free to sign up and there are great benefits!)
© 2003-2019. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687