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Competing Against Luck: The Story of Innovation and Customer Choice
by Clayton M. Christensen, Taddy Hall, Karen Dillon & David S. Duncan
Duration: 29mins 14secs
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About This Book
Competing Against Luck shows why businesses fail when they focus on products instead of the progress customers seek. It introduces the “Jobs to Be Done” theory, explaining that people “hire” products to solve specific problems in their lives. By understanding these underlying jobs—functional, emotional, and social—companies can design better solutions, reduce uncertainty in innovation, and create offerings customers consistently choose and value.
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