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
There are no listener reviews for this title yet.
"Alt Title: Avoiding Symptoms and Find Root Causes."
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.
"Thought provoking listen!"
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.
"great innovation filter"
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
"Excellent! A must read."
If you're struggling to find what 'job' or what your customers bought then read this!
"Thought provoking but too repetitive and high level"
This book would be far more useful if it gave concrete approaches for learning the details of customer jobs. It gives ample evidence that the approach works, but doesn't have any details on how to actually go about engaging a customer to discover the details of their job (which would seem to be critical to satisfying the customer). It leaves the reader to have to figure this out for themselves, which is a non-trivial exercise.
The book is also super repetitive.
All that said, it was a useful listen.
"A good, albeit slightly redundant next chapter ..."
As usual, CC's narrative is strong, and the stories poignant, but the guts of the book could have been conveyed in 1/5 the words.
"A must read for business leaders and innovators!"
This is a really great listen! So many relevant examples of innovation and exceptional business practice being accomplished simply by looking at customers buying habits from a different perspective.
"Very, very Interesting ideas"
I have read the author's work before, and he is very smart.I think the ideas in this book, about understanding "the job to be done" is excellent and powerful.It is exhausting at times as he weaves his stories, but overall a great read.I will use this with clients for a long time
"fulfilled my job to be done"
This audio book fulfilled the job to be done that I guess it for ;) will be hiring it again soon.
"Going deep to convey the essence"
Clay Christensen and his co-authors do a solid job of laying out their "jobs theory" in a way that is both understandable and actionable.
Report Inappropriate Content
If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.