- Editorial:
- HARPER COLLINS
- Año de edición:
- 2016
- ISBN:
- 978-0-06-243561-3
- Páginas:
- 288
COMPETING AGAINST LUCK
THE STORY OF INNOVATION AND CUSTOMER CHOICE
CLAYTON M. CHRISTENSEN / TADDY HALL / KAREN DILLON / DAVID S. DUNCAN
u003cpu003eThe 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.u003c/pu003eu003cpu003eHow 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. u003c/pu003eu003cpu003eAfter years of research, Christensen has come to one critical conclusion: our long held maximthat understanding the customer is the crux of innovationis wrong. Customers dont 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 worlds 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 successesits about predicting new ones. u003c/pu003eu003cpu003eChristensen 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 theyll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.u003c/pu003eu003cpu003eThis book carefully lays down Christensens provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real worldand, most importantly, how not to squander the insights it provides. u003c/pu003e
