The foremost authority on innovation and development presents a path-breaking publication every company needs to transform innovation from a game of chance to 1 where they develop products customers not only want to buy, but are prepared to pay superior prices for.

How do companies know how to grow? How do they create products that they are sure clients need it? Can innovation be more than a video game of hit and miss? Harvard Business School professor Clayton Christensen gets the solution. A about Contending Against Luck: THE STORYPLOT of Invention and Consumer Choice era ago, Christensen revolutionized business along with his groundbreaking theory of disruptive invention. Now, he will go further, offering powerful new insights.

After many years of research, Christensen has come to 1 critical conclusion: our long held maxim-that understanding the client may be the crux of innovation-is wrong. Customers don’t buy products; they ‘hire’ them to do employment. Understanding customers will not get innovation success, he argues. Understanding client jobs does. The ‘Jobs to Be Done’ approach is seen in some of the world’s most respected businesses and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this publication is not about celebrating these successes-it’s about predicting new ones.

Christensen contends that by understanding what can cause clients to ‘hire’ something or service, any business may improve its development track record, creating items that customers not merely want to hire, but that they’ll pay high quality prices to create into their lives. Careers theory offers brand-new hope for growth to companies frustrated by their hit and miss attempts.

This book carefully lays down Christensen’s provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how exactly to use it in the real world-and, most of all, how never to squander the insights it offers.