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 and his co-authors have 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, Hall, Dillon, and Duncan contend that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they'll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.
This book carefully lays down the authors' 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.
Most Helpful Customer Reviews
Great overview of jobs to be done theory. A bunch of specific examples of JTBD in action. Excellent introduction to the concept, but would highly recommend listening to a JTBD interview to "get it". 👍👍
This book is a must read for anyone who leads an organization of ANY TYPE. Understanding your organization's unique value or contribution has, for a long time, felt like nebulous and elusive. This book dispels the myth and offers practical advice on how to really understand the job that people who rely on your service or product are in search of (and not what they say that want, but what their behaviors and context suggest is actually at play). The curtain is pulled back through practical, plain speak advice and cross-sector case studies from education to engineering to toy manufacturing. As a leader in education, I am thinking in completely different ways as a result of having been introduced to this theory and the methodology behind it. Imagine a world where principals and teachers had a robust understanding of what job parents were really hiring a "school" to do? Now imagine a school that could be designed to meet that job perfectly while also moving kids along into...
A McKinsey study shows that 84% of global executives believe that innovation is critical to corporate growth, yet 94% are dissatisfied with their company’s innovation. But spending on innovation is reaching a whopping $680 billion. Customer surveys, marketing data and focus groups find correlations around what people buy but don’t often get to the deeper causality/reasons why people buy. To discover such deeper “why” truths, the authors ask: What job did you hire this product to do? Based on what the authors call the “Jobs-to-be-Done Theory,” innovation-focused questions should hone in on the “customer’s struggle for progress.” Good researched theory helps us understand and predict innovation process. And the Jobs-to-be-done theory is one powerful predictor of future, repeatable “luck.”
The authorised South African distributor of this product is under no obligation to honour the manufacture's guarantees/warranties or to provide after-sales service.
Please note that this item is imported from the USA, and is designed to be used in the USA. In addition, if the unit is powered it will come with a US plug and an adapter/transformer may be required. Please click here for more information on power requirements, or check with us if you are unsure or need any assistance!
Please also note that certain items cannot be imported, these include Alcohol, Animals, Batteries, Flammable Materials, Currency, Food, Furs, Chemicals, Explosives, Medications, Plants, Seeds, Supplements, Pressurized Cans, Tactical Equipment, Vitamins, Weaponry and Weaponry Accessories. In these cases, the item and information is displayed for reference purposes only. If you are not sure if we are permitted to bring an item, please send us an e-mail with a link to the item to confirm.
Please also ensure that you are ordering the correct item for your particular application as returns to the USA are costly. Product reviews are also provided for most of our items, which can give you a good idea for possible things to look out for and the quality of the item. By clicking Add to Cart, you are confirming that the item is correct and you accept the conditions listed here.