Philip Delves Broughton reviews “Competing Against Luck” by Clayton M. Christensen et al. Lots to digest here and I think I'll need a re-read to get everything out of it. This is Christensen's own perspective on Needfinding as most of us know already today, by breaking it down into atomic pieces called "Jobs [by users/customers] to be Done". Lots of protein, a few carbs, a little salt, a little sweet, and all for the 7 Weight Watchers points I had left for the day. If your product is doing a job that customers need done, they will hire it. When a smoker takes a cigarette break at work, in addition to the nicotine fix he is "hiring cigarettes for the emotional benefit of calming him down, relaxing him," the authors write. This video presents book review of the book titled - 'Competing Against Luck: The Story of Innovation and Customer Choice' by Clayton M. Christensen, Taddy … As a business strategist with more than a decade of experience helping brands online and offline, one of the most disheartening occurrences is telling a business owner their idea is unlikely to be (near) as successful as they'd hoped/are hoping. Reviewed in the United States on November 1, 2016. Why does someone use your product? ... One of the things that I enjoyed most about Competing Against Luck was the number of stories and examples that I never read about anywhere else. The book gave me a lot of insights on what job stories are about. Clayton M. Christensen is the Robert and Jane Cizik Professor of Business Administration at the Harvard Business School, with a joint appointment in the Technology & Operations Management and General Management faculty groups. I'm folding their insights into the service offerings of my own business as an 'ethnography of demand' market research phase, but the book rightly argues that a clear 'job spec' expressed in verbs and nouns at the proper level of abstraction can act as an effective standa. New product development practitioners and NPDPs can benefit from reading Competing Against Luck by focusing on customer needs via the job-to-be-done. Got to think about the jobs. Here are four reasons why the United States’ luck just might be running out. Christensen has been researching the ideas that undergird Competing Against Luck for two decades (in essence, searching for and refining the Job to Be Done of jobs theory.) Once you understand what they want to accomplish, you can figure out ways to help them to do it. 2. In recent years, I think it is no exaggeration to say that Clayton Christensen is THE management guru on innovation. How Toyota can internalize this process is worth an in-depth discussion in itself, especially on how this can be implemented in other businesses. In 1995, Clayton Christensen married two words that have stayed fruitfully coupled ever since. Also winner of the Worst Title of a Book in 2016. Introduced me to some excellent concepts like ; Users "hire" products to do a job. Defining customer jobs is one of those challenges that make smart management books read like mystery novels. He drills in the same concept repeatedly to the reader chapter after chapter applied to different contexts. Nice when the last ~30 pages consist of long thank-yous and a giant index. Book Review: ‘Competing Against Luck’ by Clayton Christensen. The title "Competing Against Luck" does not really describe what the book is about. Often, when customers hire one product, they fire another. Cliffs Notes: jobs to be done. Going to be thinking about this one for a while, I'm sure. And among the gems there’s usually a few candidates for the business book hall of fame. Finally done! And then there's Christensen's personal favorite: Jack Bauer, the hero of the TV series 24. If something was new then that meant it was disruptive, and if it was disruptive then it was better, and if it was better then victory was assured. A highly useful resource for everyone who's building a business. That's the subject of Christensen's just-released title, Competing Against Luck: The Story of Innovation and Customer Choice (Harper Business; read an excerpt), co-written with Taddy Hall, Karen Dillon, and David Duncan. Competing Against Luck. A simple framework that makes so many things make sense. (Jobs have emotional and social as well as functional characteristics.) Some stories might sound familiar for those who were following the author's work. Also Uber, which is widely heralded as a disruptive innovation, although technically that's wrong, as Christensen has patiently explained in other forums. The stories and narratives reinforce the posited empirical theory. Personas, user journeys, user stories etc all tries to answer it but doesn't nail it as well as the JTBD theory imho. (Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label) As a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn’t disappoint. Clayton Christensen and co-authors argue that successful innovation is not dictated by luck; it's predicated on a company's ability to uncover, define, and organize to deliver on a Job to be Done (implicitly or explicitly). Seems like a very useful and focused approach to understanding product development and innovation. For example, there are opportunities for innovation wherever people cobble together workarounds, as Open Table understood when it solved the job (as the authors put it) of juggling multiple guests and restaurant choices with varying availability. "When you need to save the world in 24 hours," Christensen writes, "Jack Bauer is your man.". There are some good insights on how "active" metrics can distort the world view with fake precision, and how processes and org structure can be a way to orient people around customers' "jobs to be done". 3.5 out of 5 stars 8. Book review: “Competing against luck” – Clayton Christensen. Like the user-driven methodologies of design thinking and lean startup, jobs theory will likely become part of the thoughtful founder's strategy arsenal. Competing Against Luck. Length: 7 hrs and 25 mins. First of all, the free security that the nation has known since its founding is not quite as profound as it used to be. 244 likes. Things I hired because I found a grocery store in downtown Chicago: fresh raspberries, Greek yogurt, beanitos, and salsa. Really like on how the author takes us on the journey to see on how this concept can be applies and make da difference. 0:37. Inside Higher Education According to the author, innovation stems from fully deciphering the reasons why consumers end up ‘hiring’ a product or service. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they’re seeking to make in their lives. Among examples the authors cite are Intuit, Match.com, Keurig, Disney, and FedEx. Christensen, Clayton M., Taddy Hall, Karen Dillon, and David S. Duncan. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. Follow. What's the job they hire it for? Innovation seekers start by identifying a customer's "job," which the authors define as "the progress she is trying to make in given circumstances." In Competing Against Luck: The Story of Innovation and Customer Choice, Innosight’s cofounder Clay Christensen and senior partner David Duncan and their coauthors offer a game-changing look at how companies can develop and market products and services that customers actually want and need. True to its unpretentious name, jobs theory is disarmingly simple. Let’s do it people! But so will Facebook. Christensen called the concept a "competitive response to an innovation." Competing Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business. Got to think about the jobs. Competing Against Luck: Book Review I’m writing this book review from lockdown during the COVID-19 crisis. - Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label. Not surprisingly, tech entrepreneurs adopted it as their rallying cry. Innovation is the lifeblood of our economy. Essentially, it was about playing defense. To see what your friends thought of this book, For me this is the first book that manages to bring clarity to the user need part of a innovation project. Last night's job to be done for me: provide a healthy supper that wasn't restaurant food (which I'm tired of on this business trip). In perhaps the single most important lesson for entrepreneurs, Christensen and his colleagues explain that jobs are discovered, not created. In this book Christensen et al take aim at the long-held notion that luck need be a significant part of success, arguing that a proper understanding and application of the "Theory of Jobs" can dramatically de-risk new ventures. He drills in the same concept repeatedly to the reader chapter after chapter applied to different contexts. and 20,000 other business, leadership and nonfiction books on getAbstract. Competing Against Luck: The Story of Innovation and Customer Choice is an instruction manual for how to create products and services that consumers are guaranteed to choose even in a crowded market. Book Review: Competing Against Luck. By: Clayton M. Christensen , Taddy Hall. This was the case for Airbnb in the early years. If you are looking for a book that might inspire you for thinking differently about your products or services, this is a book for you. Goodreads helps you keep track of books you want to read. Just a question. In the new book 'Competing Against Luck,' Harvard Business School professor Clayton Christensen argues that innovative companies' products must … Did anyone else have that reaction, or am I reading this with too much bias? 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