BS-031BZBusiness & Strategy
Competing Against Luck: The Story of Innovation and Customer Choice
Competir contra la suerte: la historia de la innovación y la elección del cliente
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Open the reading dossier - Call number
- BZ · BS-031
- Language
- English
- Physical copies
- 1
- Publisher
- HarperBusiness
- Published
- Oct 04, 2016
- ISBN
- 9780062565235
- Verification
- Verified
What it is about
Christensen and his coauthors develop the jobs-to-be-done theory: customers ‘hire’ products and services to make progress in particular circumstances. Instead of segmenting people only by demographics or product attributes, the framework asks what functional, social, and emotional struggle drives a choice—and what alternatives compete for that job. Its place here is personal: I want the argument to meet the life I am actually living.
Why I keep it
Jobs to be done. The one theory of why people buy that I keep using.
Key ideas
BusinessStrategyResearchCreative ability in business
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