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Competing Against Luck

The Story of Innovation and Customer Choice
Summary:

The book introduces the "Jobs to Be Done" theory, which suggests that understanding customers' motivations and the "jobs" they're trying to accomplish can lead to creating successful products and services. It emphasizes that by focusing on the underlying reasons for customer choices, companies can predictably innovate and create offerings that customers truly want.

Key points:

1. Jobs to be Done Theory: Customers "hire" products or services to perform a job. Understanding this job can lead to successful innovation.

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