{"product_id":"2940169699135","title":"Competing Against Luck: The Story of Innovation and Customer Choice","description":"\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eHow 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. \u003c\/p\u003e\u003cp\u003eAfter years of research, Christensen has come to one critical conclusion: our long held maximamp;#8212;that understanding the customer is the crux of innovationamp;#8212;is wrong. Customers donamp;#8217;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 worldamp;#8217;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 successesamp;#8212;itamp;#8217;s about predicting new ones. \u003c\/p\u003e\u003cp\u003eChristensen 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 theyamp;#8217;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.\u003c\/p\u003e\u003cp\u003eThis book carefully lays down Christensenamp;#8217;s provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real worldamp;#8212;and, most importantly, how not to squander the insights it provides. \u003c\/p\u003e","brand":"HarperCollins Publishers","offers":[{"title":"Default Title","offer_id":47099927298288,"sku":"2940169699135","price":20.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940169699135_p0.jpg?v=1763691044","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940169699135","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}