Competing Against Luck

Competing Against Luck carefully lays down the author’s comprehensive explanation of theory that customers don’t buy products or services; they “hire” them to do a job, thus understanding customer jobs. Contrary to popular belief that understanding the customer is the key to innovation, Clayton Christensen argues that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products not only that customers want to hire, but for which they'll pay premium prices to bring them into their lives. Competing Against Luck explains that job theory offers new hope for companies to further their innovation and growth.