When Clayton Christensen, our author, spent twenty years developing his Theory of Jobs to Be Done, he did something which is unusual for an academic - he collected data not from spreadsheets or databases, but from real people and companies, one conversation at a time. This patient, methodical approach reveals the first hint about what makes this book so awesome: deep, practical insights about why customers make the choices they do.Competing Against Luck introduces readers to this Theory of Jobs...
The Milkshake Mystery
Bob Moesta and Rick Pedi, two Detroit consultants, visited Clayton Christensen at Harvard Business School to discuss his theory of disruptive innovation. During their conversation, they shared a fascinating story about a fast-food chain's struggle with milk shake sales - a story that would reshape how businesses think about innovation.The chain had done everything by the traditional playbook. They brought in their ideal customers and bombarded them with questions about improving their milkshakes. "Do you want it cheaper? Chunkier? Chocolatier?"...
How to Find "Jobs to Be Done"
Bob Moesta's experience with selling homes reveals a fundamental truth about innovation - sometimes the real opportunity lies beneath the surface. When his Detroit-based building company struggled to sell homes despite offering luxury features and customization options, Moesta discovered that the biggest obstacle wasn't the granite countertops or squeakless floors - it was the dining room table.Through conversations with potential buyers, he learned that people weren't just struggling with choosing a new home; they were grappling with letting go of...
The Hidden Language of Customer Needs
Customers rarely tell us exactly what they want - not because they're being difficult, but because they often don't know themselves. Take Brian Walker, who bought a mattress at Costco. On the surface, it looked like an impulse purchase. But diving deeper reveals a year-long journey of frustration, failed solutions, and complex emotions.For months, Brian woke up with backaches despite owning an expensive Stearns & Foster mattress. He tried everything - adjusting his sleeping position, removing pillows, even flipping the...
Integrating Around Jobs to Be Done
Organizations often get caught up in org charts, efficiency metrics, and departmental silos. But the most successful companies focus on a different approach - they understand the Jobs to Be Done (JTBD) and so build their entire structure around what customers need, not just what's convenient for the company.The Mayo Clinic demonstrates this brilliantly. When Christensen visited as a patient dealing with nerve inflammation, he noticed something unique. Unlike traditional hospitals where patients chase down appointments and coordinate between specialists,...
The Art of Staying True to Your Purpose
Companies often start with a brilliant solution to a customer's problem. But as they grow larger and more successful, many lose sight of why customers chose them in the first place. Clayton Christensen illustrates this through the fascinating story of V8 vegetable juice.V8's journey is particularly telling. In 1933, they created a drink from eight vegetables. The product found real success when they discovered their true purpose - helping busy people fulfill their promise to eat vegetables without the hassle...
Summary
Innovation isn't about luck or random chance - it's about deeply understanding why customers make the choices they do. The Jobs to Be Done theory provides a powerful framework for creating products and services that truly matter to people. By focusing on the actual problems customers are trying to solve, rather than just product features or market data, companies can consistently develop successful innovations that make a real difference in people's lives. Success comes from solving genuine customer needs.
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About the Author
Clayton Magleby Christensen (April 6, 1952 – January 23, 2020) was an American academic and business consultant who developed the theory of "disruptive innovation", which has been called the most influential business idea of the early 21st century. Christensen introduced "disruption" in his 1997 book The Innovator's Dilemma, and it led The Economist to term him "the most influential management thinker of his time." He served as the Kim B. Clark Professor of Business Administration at the Harvard Business School (HBS), and was also a leader and writer in the Church of Jesus Christ of Latter-day Saints (LDS Church). He was one of the founders of the Jobs to Be Done development methodology.
Christensen was also a co-founder of Rose Park Advisors, a venture capital firm, and Innosight, a management consulting and investment firm specializing in innovation.
More on: https://en.wikipedia.org/wiki/Clayton_Christensen
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