Competing Against Luck: The Story of Innovation and Customer Choice | Good To SEO Good To SEO | Search engine optimization (SEO) Blog News
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, Hall, Dillon, and Duncan contend 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.
READ ALSO The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich
This book carefully lays down the authors’ 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.Competing Against Luck The Story of Innovation and Customer Choice
Bing reveals the next big trends in search marketing