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.
Clayton M. Christensen, Taddy Hall, Karen DillonPublisher:
9.20h x 6.30w x 1.00dISBN:
*Free Shipping on purchases of $35 and over
How long does it take to process an Order?
Please allow 1 to 2 business days to ship an order excluding Sundays or holidays. This is our norm. There may be potential delays on occasion due to high volume orders or postal service problems that are outside of our control. All orders received after 12 noon CT will be processed on the next business day.
How do I check the status of my order?
When your order has shipped, you will receive an email notification from us which will include a tracking number you can use to check its status. Please allow 48 hours for the tracking information to become available.
If you haven’t received your order within 5 to 8 business days of receiving your shipping confirmation email, please contact us at email@example.com with your name and order number, and we will look into it for you.
What are my shipping charges?
Shipping charges for your order will be calculated and displayed at checkout.
Where do you ship to?
We ship to all U.S. addresses including APO and FPO military addresses.
What is your Return Policy?
In the event of a damaged book or lost order please email Good News! Book Fair at firstname.lastname@example.org upon receiving.