num_pages: 288
description: 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 maximthat understanding the customer is the crux of innovationis wrong. Customers dont 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 worlds 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 successesits 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 theyll 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 Christensens provocative framework providing a comprehensive explanation of the theory and why it is predictive how to use it in the real worldand most importantly how not to squander the insights it provides.
language: Portuguese
title: Competing Against Luck
publisher: Harper Business