The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.
How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer.
A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now he goes further, offering powerful new insights. After years of research, Christensen has come to one critical conclusion: Our long-held maxim - that understanding the customer is the crux of innovation - is wrong. Customers don't buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world's most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes - it's about predicting new ones.
Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products not only that customers want to hire, but for which they'll pay premium prices to bring them into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.
This book carefully lays down Christensen's provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world - and, most importantly, how not to squander the insights it provides.
PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.
©2016 Clayton M. Christensen, Ridgway Harken Hal (P)2016 HarperCollins Publishers
I would recommend this book to all my friends. It really puts what is most worth, in life and in work, into perspective.
The concept of competing against non-competition was very memorable because it caused me to realize that people may not fulfill their needs, even if your product could help them.
Clayton Christensen, the only character.
No, it's best listened in multiple sessions. I wanted time to think about what he had taught.
Great book! I definitely want to read more books from Clayton Christensen.
Really enjoyed this book, but I do admit to being a Clay Christensen junkie. This is a solid book with many thought provoking ideas, and in my opinion a number of blockbusters that scream for further thought and analysis in my own personal and professional life.
Husband, father, IT Leader and Innovator specializing in Retail Energy pricing and costing systems
This book describes Jobs Theory; what it is, what it is not, and how to apply it. This book explains an approach to product innovation that focuses on the consumer. If you are an entrepreneur who is willing to scrutinize your preconceived notions about your "million dollar idea" this book could save you time and money. Innovation should be about progress, but how do you define "progress" might not be the same as how your customer defines it.
focusing on the job to be done provides another filter to help identify ways to innovate. Much like defining the customer problem or pain point in hypothesis driven innovation, defining the job to be done makes sure you are developing a solution for the customer that is relevant
This is a must read for business leaders and leaders of innovations at all levels. The theory of job-to-be-done as a driver of innovation is powerful and useful.
I highly recommend this book.
I listen to lots of business/sales books but I could not get through this one! I found the narrator hard to listen to and it was very slow moving to get to the point- after a few hours I just gave up!
"Jobs to be done" is a nicely branded name for a theory. It is also nicely summarizing concepts and notions of story yelling, user stories, consumer driven development. As a such, 2hrs would have been enough. If you are familiar with those terms, there is not much new here, but a nice new angle.
Also neither the title or the subtitle are matching the content in my opinion. The book in its essence is about consumer driven development vs product driven development. Innovation as I see it is about discovering new novel ways of satisfying jobs to be done.
"A must read before starting a Business..."
If by chance you want to improve your Critical thinking about what's arround you, if you are willing to change, to help someone else or starting a business this will be a "best read"...
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