Competing Against Luck - The Story of Innovation and Customer Choice

Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan

Key Insights from "Competing Against Luck"

1. **The Jobs to Be Done Theory**: This theory proposes that customers "hire" products or services to perform certain "jobs". Understanding the exact "job" that a customer needs to get done can open up innovative avenues and solutions. 2. **Customer Choices**: The book emphasizes that customers make choices based on their circumstances, not due to their demographic profiles. This insight challenges traditional marketing segmentation methods. 3. **Progress**: The authors define progress as the movement that a customer makes in a specific circumstance. This progress is the underlying reason behind customer choices. 4. **Unmet Jobs**:...

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Mirela Mus
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