Competing Against Luck

Produktbeschreibung

A generation ago, Clayton Christensen revolutionized business with his groundbreaking theory of disruption—a way to predict how competitors will respond to different types of innovation. In this book, Christensen and his coauthors examine the other side of the puzzle: what causes growth, and how to create it.

After years of research, Christensen, Hall, Dillon, and Duncan show that the long-held maxim—that the crux of innovation is knowing more and more about the customer—is wrong. Customers donâ€Öt simply buy products or services; they “hireâ€� them to do a job. Understanding customers does not drive innovation success. The key is understanding customersâ€Ö Jobs to Be Done. The Jobs to Be Done approach can be seen in some of the worldâ€Ös most respected companies and fast-growing startups, including Amazon, Intuit, Uber, and Airbnb to name just a few.

This book carefully lays down the authorsâ€Ö provocative framework, providing a comprehensive explanation of the theory, why itâ€Ös predictive, and, most important, how to use it to improve innovation in the real world. 

Kritik

This game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had --and will continue to have ---a profound influence on Intuit's approach to innovation. It just might change yours, too. - Scott Cook, Co-founder & Chairman of Intuit

Clayton Christensen's books on innovation are mandatory reading at Netflix. - Reed Hastings, Co-founder and CEO of Netflix

Competing Against Luck offers fresh thinking on how to get innovation right. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they're seeking to make in their lives. Bravo! - Muhtar Kent, CEO of The Coca-Cola Company

Clay Christensen and his co-authors have presented critical business thinkers and doers with a breakthrough theory that will change how leaders approach innovation by reverse engineering from a high value and focused customer job to be done. I have read it cover to cover--and will ask my top team to do the same. - Ron Frank, IBM

[Competing Against Luck] will likely become part of the thoughtful founder's strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple... "What job is our customer trying to accomplish?" stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn't just introduce a tool, it also lays out a program. - Inc. Magazine

The Theory of Jobs to Be Done has the essential trait of any good management theory: Once explained, it seems glaringly obvious. - Philip Delves Broughton, Wall Street Journal

In an age of big data and hyper segmentation, Christensen's thinking is refreshing and clarifying. This book will relieve you of tired marketing conversations and invite you into worlds of new and ultimately, defining possibilities. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. - Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label

As a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn't disappoint. This book has the potential to change the way you view innovation. Engaging and well-written, Christensen and his co-authors caused me to stop and really think about how Khan Academy is growing. I highly recommend it. - Sal Khan, Founder & CEO, Khan Academy

Competing Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business. A fun and quick read - and a set of ideas that will be useful when you negotiate with vendors or plan your next program. - Inside Higher Education 

Autoreninfo

CLAYTON M. CHRISTENSEN (1952–2020) was the Kim B. Clark Professor at Harvard Business School, the author of nine books, a five-time recipient of the McKinsey Award for Harvard Business Reviewâ€Ös best article, and the cofounder of four companies, including the innovation consulting firm Innosight. In 2011 and 2013 he was named the worldâ€Ös most influential business thinker in a biennial ranking conducted by Thinkers50.