The Impetus for Jobs to Be Done

Today’s book is a book about progress.
Yes, it’s a book about innovation—and how to get better at it. But at its core, this book is about the struggles we all face to make progress in our lives.
If you’re like many entrepreneurs and managers, the word “progress” might not spring to mind when you’re trying to innovate. Instead, you obsess about creating the perfect product with just the right features and benefits to appeal to customers. Or you try to fine-tune your existing products continually so they’re more profitable or differentiated from your competitors. You think you know what your customers would like, but it can feel hit or miss. Place enough bets, and—with a bit of luck—something will work out. But that doesn’t have to be the case, not when you truly understand what causes consumers to choose. Innovation can be far more predictable and profitable, but only if you think differently. If you want to compete—and win—against luck, this is the book for you. 

Welcome to another episode in our very special series to celebrate the work of Clayton Christensen.

Today we are joined by the co-author of Competing Against Luck, Taddy Hall.