Competing Against Luck - The Story of Innovation and Customer Choice

Innovation often appears unpredictable, driven by chance rather than design. However, this perspective overlooks a systematic approach to understanding why customers make choices and how companies can innovate successfully. The authors explore the concept of the "Jobs to Be Done" theory, which reframes innovation by focusing on the underlying reasons customers "hire" products or services to achieve specific outcomes. This framework challenges traditional thinking, advocating that companies should concentrate less on demographic data or product features and more on the actual tasks customers aim to accomplish.

• Jobs to Be Done Theory: Customers purchase products to...

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