David S. Duncan is a Senior Partner at Innosight, focused on helping leaders to develop customer-centric teams, strategies, and organizations. He has advised and written extensively on how organizations can build systematic capabilities for innovation and is a leading authority on the theory and application of “jobs to be done.”

David is a featured speaker and author on topics of innovation and growth. His latest book “The Secret Lives of Customers,” (Hachette Publishing Group, May 2021) uses a unique approach to “solve the mystery of customer behavior.” Previously he co-authored two books and a number of influential articles in the Harvard Business Review, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen.

Prior to Innosight, David worked as a consultant at McKinsey & Company and earned a PhD in physics from Harvard.





“How Twitter Applied the “Jobs to Be Done” Approach to Strategy”
Innosight, October 2021



“Unlock the Hidden Value in Your Innovation Pathways”
, 2021



“Strengthen Your Innovation Capabilities to Drive Performance”
, 2020



“Reset Your Innovation Portfolio to Reflect the New Reality”
, 2020



“10 Questions for Executives in Uncertain Times”
, 2020



“The ‘Big-Event Disruption’ Playbook”

Innosight, 2020



“Why Your Company Needs a Common Innovation Language”

Innosight, 2020



Harvard Business Review Logo Thumbnail 130 x 130“Knowing When to Reinvent”

Harvard Business Review, 2015



Harvard Business Review Logo Thumbnail 130 x 130“Build an Innovation Engine in 90 Days”

Harvard Business Review, 2014



Competing Against Luck - Clayton Christensen - David DuncanCompeting Against Luck: The Story of Innovation and Customer Choice

HarperBusiness, 2014


Building A Growth Factory - Scott D. Anthony & David S. DuncanBuilding a Growth Factory

Harvard Business School Press, 2012