Competing Against Luck

Competing Against Luck

The Story of Innovation and Customer Choice

by Clayton M. Christensen, Karen Dillon, Taddy Hall, David S. Duncan

  • Why read?

    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. 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.

    288 pages, Harper Business 2016

  • Information

    Disciplines

    Design Product Management User Research Marketing Sales

  • About us
    Reading is a fantastic way to learn. Books can take you into areas and places you’ve never been before, they can teach you from failures and successes, and they can tell you thrilling stories about people, products, and teams. With the PM Library, we help you explore new books and topics around tech, business and design because we believe reading is essential to building better products and growing in our careers.
    We are a team of dedicated product people based in Barcelona, London and Munich.