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Competing Against Luck cover art

Competing Against Luck

Written by: Clayton M. Christensen,Taddy Hall
Narrated by: John Pruden
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Publisher's Summary

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 revolutionized 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 not only that customers want to hire, but for which they'll pay premium prices to bring them 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.

©2016 Clayton M. Christensen, Ridgway Harken Hal (P)2016 HarperCollins Publishers

What listeners say about Competing Against Luck

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Changed my perspective

Jobs theory - what should I say? It helped me seeing the other side of coin. More often than not we miss this more important side .

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good read !!

happy to learn the jobs theory, sounds impressive. a new tool to better ourselves and get ahead in competitive market.

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Alignment of customer's needs with the seller

Time and again we create the product for selling it to the customers. When a product or services are designed we are too much focussed with our reasons for designing the product and services. The author helps us to understand the customer's need. The tells us to understand the customer's perspective. Seller and user are two sides of the same coin. A product or service doesn't succed because a lot of research and R&D has gone into it. Rather it succeeds as it has understood the customer's perspective. A thought provoking book to understand the customer's need.

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A Breakthrough Concept. Disruptive!

Clayton Christensen dedicated his life to Disruptive Innovation and helped countless organizations to solve Innovators' Dilemma.

Job Theory proposed by him is culmination of at least 2 decades of his relentless work on disruptive innovation. The seeds of Job Theory were quite evident in Innovator's Dilemma through his insights on why the milkshakes were hired. He had to put in the two decades to propose Job Theory framework and its success with many organisations who sought consultancy at his firm InnoSight. Job Theory helps focus on the customers' needs rather than correlation of available data hence the success of disruptive innovations doesn't depend on luck.

Job Theory takes the firms to the next level of abstraction and finds parallels in Ted Levitt's Marketing Myopia, which companies still continue to suffer. In my opinion, present business management practices suffer from too many inadequacies to gain from Job Theory because the execution based on Job Theory is going to be extremely challenging. But the startups are going to gain tremendously by winning the competition against luck!

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A must read for marketers and managers everywhere!

It's a completely different perspective on why customers but your product or service.. and what can be done to make them buy it again and again. It's a trademark Clayton Christensen theory which I'm confident will find takers around the world

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