Competing Against Luck
The Story of Innovation and Customer Choice
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Competing Against Luck
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Narrated by:
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John Pruden
About this listen
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.
PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.
©2016 Clayton M. Christensen, Ridgway Harken Hal (P)2016 HarperCollins PublishersListeners also enjoyed...
What listeners say about Competing Against Luck
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Overall5 out of 5 stars
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- NI
- 30-11-21
Great book with a lot of insights
The book will give everyone valuable information with real examples how to achieve better customer success. I liked it so much that I am going to purchase a hard copy for my personal library.
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Overall4 out of 5 stars
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- Margaret Bent
- 10-01-18
worth reading
Interesting theory and worth reading for those looking to understand consumer selection. The author delivers job theory, offering an alternative theory on why consumers make the choices they do.
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1 person found this helpful
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Overall5 out of 5 stars
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- GrahamH
- 21-05-24
Thoroughly absorbing!
A totally new way of looking at and understanding innovation. Well worth the listen or read. Some great insights and a new way of looking at jobs and how to hire to get the jobs done. Inspiring!
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- Afonso Julio
- 23-02-17
A must read before starting a Business...
If by chance you want to improve your Critical thinking about what's arround you, if you are willing to change, to help someone else or starting a business this will be a "best read"...
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Overall4 out of 5 stars
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- Temi Mogaji
- 25-01-18
Good read but
Really good book but it's the same thing over , just repeated differently. Just read first 3 sections then you get it.
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- Kamil Przeorski
- 21-01-23
great book
it do recommend this book to any founder, good to read several times as this theory covered in the book is solid in my opinion
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