Competing Against Luck: The story of innovation and customer Choice / Clayton M. Christensen | Taddy Hall | Karen Dillon | David S. Duncan

Introduction: Why you shouldhire this book;
Section I: An introduction to jobs theory;
Chapter-1: The milk shake dilemma;
Chapter-2: Progress, not products;
Chapter-3: Jobs in the wild;
Section 2: The hard work-and payoff-applying jobs theory;
Chapter-4: Job hunting;
Chapter-5: How to hear what your customer don't say;
Chapter-6: Building your resume;
Section 3: The jobs to be done organisation;
Chapter-7: Integrating around a job;
Chapter-8: Keeping your eye on the job;
Chapter-9: The jobs-focused organisation;
Chapter-10: Final observations about the theory of jobs;

How do leaders 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 chance? The foremost authority on innovation and growth, Harvard Business School professor Clayton Christensen and his co-authors Taddy Hall, Karen Dillon, and David S. Duncan have the answer. A generation ago, christensen revolutionized business with his groundbreaking theory of disruption-a way to predict how competitors will respond to different types of innovation. In this book he examines the other side of the puzzle: what causes growth, and how to create it.
After years of research, Christensen, Hall, Dillon, and Duncan have come to one critical conclusions: our long-held maxim-that the customer-is wrong. Customers don't simply buy products or services; They "hire" them to do a job. Understanding customers does not drive innovation success, the authors argue. 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, and airbnb to anme just a few. But this book is not about celebrating success-it's about predicting new ones. Christensen and his co-authors contend that by understanding what causes customers to "hire" a product or service, any manager can improve their 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-or-miss efforts.
This book carefully lays down the authors' provocative frameworks, providing a comprehensive explanation of the theory, why it's predictive, and most important, how to use it to improve innovation in the real world.