Competing Against Luck: The Story of Innovation and Customer Choice – Christensen's Jobs Theory for Startups and Business Growth
by Clayton M. Christensen, Karen Dillon, Taddy Hall, David S. Duncan
Competing Against Luck introduces Christensen’s Jobs Theory, a framework for understanding why customers choose particular products and services. The authors apply this perspective to innovation, customer choice, startups, and business growth, offering readers a way to identify opportunities and develop strategies grounded in the progress customers seek.
About This Book
Competing Against Luck presents Clayton M. Christensen’s Jobs Theory as a framework for understanding innovation and customer choice.
Written by Clayton M. Christensen, Karen Dillon, Taddy Hall, and David S. Duncan, the book focuses on how people choose products and services to make progress in particular circumstances.
It connects this perspective to business growth, helping readers think differently about customer needs, product development, and competitive strategy.
The book is intended for entrepreneurs, business leaders, and anyone seeking a more reliable approach to innovation.
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