Competing Against Luck: The Story of Innovation and Customer Choice
by Clayton Christensen & Taddy Hall & Karen Dillon et al. · 2016
In a nutshell
Clayton Christensen's jobs-to-be-done theory, explaining how to understand what customers really want and create successful innovations.
Overview
Competing Against Luck introduces the Jobs to Be Done theory - a new way to understand what customers really want when they buy products.
Jobs Theory
Customers don't buy products or services; they hire them to do a job.
Understanding Customer Jobs
Functional Job: The practical task to accomplish Emotional Job: How customers want to feel Social Job: How customers want to be perceived
The Progress Framework
Customers are trying to make progress in specific circumstances. Understanding:
- The struggling moment
- The desired progress
- The obstacles preventing progress
Application
- Better market segmentation
- More effective innovation
- Stronger competitive positioning
- Clearer product roadmaps
Examples
- Why customers hire milkshakes
- IKEA and Southern New Hampshire University success
Available for approximately $18-30.
Reference
Competing Against Luck: The Story of Innovation and Customer Choice — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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