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Strategy & Innovation

August, 2016, Volume 14, Number 3

Knowing Your Customers’ Jobs to Be Done

hbr jobs cover

Know Your Customers’ Jobs to be Done
By Clayton M. Christensen, David Duncan, Taddy Hall, and Karen Dillon
Higher levels of change and unpredictability require approaching strategic decisions in a new way. Traditional frameworks are insufficient because they analyze the past to predict the future. They are facing in the wrong direction. Our view is that today’s ambiguity brings tomorrow’s opportunities, and that business leaders equipped to act in the face of uncertainty can build paths to growth that have not yet been imagined. They can own the future, instead of being disrupted by it. To see how, download our executive briefing.

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Competing Against Luck: The Story of Innovation and Customer Choice
The 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. The "Jobs to Be Done" approach can be seen in some of the world's most respected companies and fast-growing startups. But this book, by Innosight cofounder Clay Christensen and Senior Partner David Duncan, is not about celebrating those successes—it's about predicting new ones.

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