Competing Against Luck
The Story of Innovation and Customer Choice
Number of pages: 288
Publisher: Harper Business
BBB Library: Human Resources, Sales and Marketing
ISBN: 978-0062435613
Editorial Review
Customers don’t simply buy products or services; they hire them to do a job. Understanding customers does not drive innovation success. Understanding customer jobs does. If you build your foundation on the pursuit of understanding your customers’ jobs, your strategy will no longer need to rely on luck. In fact, you’ll be competing against luck when others are still counting on it.
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Wisdom to Share
We have the ability to make innovation a reliable engine for growth, an engine based on a clear understanding of causality, rather than simply casting seeds in the hopes of one day harvesting some fruit.
If you build your foundation on the pursuit of understanding your customers’ jobs, your strategy will no longer need to rely on luck.
To elevate innovation from hit-or-miss to predictable, you have to understand the underlying causal mechanism–the progress a consumer is trying to make in particular circumstances.
Jobs Theory is not just another framework or marketing approach, but a powerful lens that has driven breakthrough innovation and transformational growth in some of the world’s most successful organizations–in wildly diverse arenas.
Jobs Theory transforms how you define the business you’re in, the size and shape of the market in which you compete, and who your competitors are.
If you are to create products and services that customers want to pull into their lives, you have to drill deep and look wide, identifying not only the functional, but also the social and emotional dimensions of the progress your customers are trying to make.
If a consumer hires your product for reasons other than its intended Job to Be Done, you risk alienating that consumer forever.
You have to understand not only what customers want to hire, but what they’ll need to fire to make room for the new solution; that entire context matters profoundly.
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