- Pasta dura: 262 páginas
- Editor: Harperbusiness (4 de octubre de 2016)
- Idioma: Inglés
- ISBN-10: 0062435612
- ISBN-13: 978-0062435613
- Dimensiones del producto: 15.2 x 2.5 x 22.9 cm
- Peso del envío: 440 g
- Opinión media de los clientes sobre el producto: Sé el primero en calificar este artículo
- Clasificación en los más vendidos de Amazon: nº10,743 en Libros (Ver el Top 100 en Libros)
Competing Against Luck: The Story of Innovation and Customer Choice (Inglés) Pasta dura – 4 oct 2016
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Clayton Christensen s books on innovation are mandatory reading at Netflix.--Reed Hastings, Co-founder and CEO of Netflix"
Clay Christensen and his co-authors have presented critical business thinkers and doers with a breakthrough theory that will change how leaders approach innovation by reverse engineering from a high value and focused customer job to be done. I have read it cover to cover--and will ask my top team to do the same.--Ron Frank, IBM
Competing Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business. A fun and quick read - and a set of ideas that will be useful when you negotiate with vendors or plan your next program.-- Inside Higher Education
This game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had --and will continue to have ---a profound influence on Intuit's approach to innovation. It just might change yours, too.--Scott Cook, Co-founder & Chairman of Intuit
Clayton Christensen's books on innovation are mandatory reading at Netflix.--Reed Hastings, Co-founder and CEO of Netflix
Competing Against Luck offers fresh thinking on how to get innovation right. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they're seeking to make in their lives. Bravo!--Muhtar Kent, CEO of The Coca-Cola Company
In an age of big data and hyper segmentation, Christensen's thinking is refreshing and clarifying. This book will relieve you of tired marketing conversations and invite you into worlds of new and ultimately, defining possibilities. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand.--Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label
As a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn't disappoint. This book has the potential to change the way you view innovation. Engaging and well-written, Christensen and his co-authors caused me to stop and really think about how Khan Academy is growing. I highly recommend it.--Sal Khan, Founder & CEO, Khan Academy
[Competing Against Luck] will likely become part of the thoughtful founder's strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple... "What job is our customer trying to accomplish?" stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn't just introduce a tool, it also lays out a program.--Inc. Magazine
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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 has 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 contends 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 Christensen's 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.
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One theory holds that new product success is a matter of luck. The way you beat it is you up your number of tries. , In other words, the more you throw against the wall, the more likely it is that something will stick. The other theory is that you find a genius. For a genius, you can substitute the names of Steve Jobs or Akio Morita.
Either way, you must be lucky. You either have to be lucky to throw a lot of stuff that sticks against the wall. Or, you must be lucky to find someone who is a product development genius. But what if you didn’t have to depend on luck? What if you could increase your new product success rate with technique instead? Well, here’s a book to help.
If you want to do product innovation better, grab a copy of Competing Against Luck: The Story of Innovation and Customer Choice, read it, and put it to work.
The Basic Problem
Peter Drucker said it decades ago: the customer rarely buys what the company thinks it’s selling. Now, you may be thinking that this is a lot like Theodore Levitt, who shared the insight of one Leo McGivena that people don’t buy ¼-inch drill bits because they want ¼-inch drill bits, they buy them because they want quarter-inch holes. Yes, this is the same basic principle, but taken to a new level.
This book is about a theory called Jobs to Be Done. The theory says that people buy things (or “hire” them, in the jargon of the theory) to get something done. If you understand why and how they buy, you can create products with something more than a gambler’s chance of success.
When you start viewing things through the Jobs to Be Done lens, you see some interesting things. One thing you notice is that there are competing “products” that you weren’t aware of before. Let’s say you want to sell something to a person to help them deal with a mid-afternoon energy dip. Obviously, there are energy drinks and coffee. Candy bars can provide a quick energy boost. There’s also a walk around the office to talk to friends. In some offices, you can take a nap, so the nap competes with the energy drink and the candy bars and the walk.
Who Should Read This Book?
If you are interested in or responsible for new product development, put this book on your must-read list.
If your job is marketing or promoting your company, your products, or your services, then you’ll find lots of useful stuff in this book.
If you’re a general business book reader, you’ll probably enjoy the book, too. One of the things that I enjoyed most about Competing Against Luck was the number of stories and examples that I never read about anywhere else. There are good descriptions of the stories of Southern New Hampshire University, OnStar, Depends, QuickBooks, and IKEA.
It asks why and goes little deeper.
It has plenty of examples from diverse fields to show how powerful this theory is.
It makes you think better since you will be asking this question in anything you do.
I highly recommend this book.
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