
Competing Against Luck: The Story of Innovation and Customer Choice
Competing Against Luck is a book written by Clayton M. Christensen, Karen Dillon, Taddy Hall, and David S. Duncan that explores the concept of "jobs to be done" as a framework for understanding and predicting customer behavior. The book argues that customers "hire" products or services to do a specific job in their lives, and that companies can create more successful products and services by understanding the underlying jobs that customers are trying to accomplish. The authors draw on a range of case studies and research to provide practical advice for applying the "jobs to be done" framework to product development and innovation.