Competing Against Luck by Clayton M. Christensen audiobook

Competing Against Luck: The Story of Innovation and Customer Choice

By Clayton M. Christensen , Taddy Hall , Karen Dillon , and David S. Duncan
Read by John Pruden

HarperAudio, Harper Business 9780062435613
7.42 Hours Unabridged
Format: Digital Download (In Stock)
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The 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. How 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. After years of research, Christensen has 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 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 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. This book carefully lays down Christensen’s 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.

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Summary

Summary

The 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.

How 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.

After years of research, Christensen has 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 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 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.

This book carefully lays down Christensen’s 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.

Reviews

Reviews

Author

Author Bio: Clayton M. Christensen

Author Bio: Clayton M. Christensen

Clayton M. Christensen is the Kim B. Clark Professor of Business Administration at Harvard Business School and the architect of and the world’s foremost authority on disruptive innovation.

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Author Bio: Taddy Hall

Author Bio: Taddy Hall

Taddy Hall is a principal with the Cambridge Group and Leader of Nielsen’s Breakthrough Innovation Project. As such, he helps senior executives create successful new products and improve innovation processes. He also works extensively with executives in emerging markets as an advisor to the nonprofit organization, Endeavor.

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Author Bio: Karen Dillon

Author Bio: Karen Dillon

Karen Dillon is the former editor of the Harvard Business Review and coauthor of New York Times bestseller How Will You Measure Your Life. She is a graduate of Cornell University and Northwestern University’s Medill School of Journalism. In 2011 she was named by Ashoka as one of the world’s most influential and inspiring women.

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Author Bio: David S. Duncan

Author Bio: David S. Duncan

DAVID S. DUNCAN is a senior partner at Innosight, and adviser to senior executives on innovation strategy and growth, helping them navigate disruptive change, create sustainable growth, and transform their organizations to thrive for the long-term. He is a graduate of Duke University and earned a Ph.D. in physics from Harvard University.

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Details

Details

Available Formats : Digital Download, CD, MP3 CD
Category: Nonfiction/Business & Economics
Runtime: 7.42
Audience: Adult
Language: English