In the acknowledgments section of Competing Against Luck, co-author Taddy Hall wrote, “Twenty-four years ago, when I walked into the classroom for the first day of Clay’s class, I had no idea of the adventure that was about to begin. Over these many years, there has never been a conversation with Clay that didn’t leave me feeling a humbled sense of gratitude for his patience, wisdom, and kindness. Thank you, Clay.” In this episode of The Disruptive Voice, the adventure continues as Taddy joins host Shaye Roseman – formerly a Research Associate at The Forum for Growth & Innovation – to share stories from his time collaborating with Clay, how the Jobs To Be Done framework came to fruition, and the relationship between innovation and brands. In particular, Taddy recounts and reflects on a number of examples relating to how he, Shaye, and their fellow practitioners at Lippincott use Jobs Theory on a daily basis to not only design products and services but to actually build brands. This is a must-listen conversation for those interested in learning more about what successful brands do, how they do it, and the power of the Jobs To Be Done framework to build these brands!