Competing Against Luck
The Story of Innovation and Customer Choice
By Clayton Christensen, Karen Dillon, Taddy Hall, David S. Duncan
About the book
Clayton Christensen and his co-authors Karen Dillon, Taddy Hall and David S. Duncan argue that the long-held belief that understanding the customer drives innovation is wrong. What matters, they say, is understanding the job the customer needs done: customers hire a product or service for a job rather than simply buying it. The authors find this Jobs to Be Done approach at companies such as Chobani, Airbnb, Intuit, Uber and Amazon, but aim to predict future successes. Christensen, a Harvard Business School professor known for the theory of disruptive innovation, presents jobs theory as a way to make innovation less a game of chance and more a route to products customers will pay premium prices for.
GoRails founder Chris Oliver called it probably his favorite business book, saying its Jobs to be Done mindset helps him understand why customers buy.
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This book has 1 recommendation
Chris Oliver (Founder/GoRails)
As for my favorite business book, I'd probably say Competing Against Luck. It talks about the "Jobs to be Done" mindset when you're thinking about why your customers buy your product. I found that it puts you in the right mindset to understand the perspective of your customers so you can serve them better. It's surprisingly hard to understand the reasons why people buy things and this book helps you look at it from a much better angle.
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Clayton Christensen, Karen Dillon, Taddy Hall, David S. Duncan