In 2016, the world of business – and business books – woke up to the realization that customers don’t buy products or services; they “hire” them to do a job. It’s the resounding message of “Competing Against Luck: The Story of Innovation and Customer Choice“ (HarperBusiness, 2016) and it’s why the book tops several year-end “best business books” lists.

The modern classic from Clayton Christensen, Taddy Hall, Karen Dillon, and David Duncan (and in collaboration with Bob Moesta) was recently recognized by:

Steeped in Christensen’s Jobs to Be Done theory, “Competing Against Luck” drives home the fact that understanding customers doesn’t drive innovation success – understanding customer jobs does.

If you’re interested in exploring the potential of Jobs Theory for your organization with Christensen or one of his co-authors, contact us.