Competing Against Luck de Clayton M. Christensen

Competing Against Luck

Autor Clayton M. Christensen, Taddy Hall, Karen Dillon, David S. Duncan

en Limba Engleză Hardback – 4 oct 2016

Multe companii eșuează în procesul de inovare deoarece se bazează pe corelații statistice și profile demografice, fără a înțelege cauzalitatea din spatele achiziției. Competing Against Luck rezolvă această problemă fundamentală: incertitudinea succesului unui produs nou. Considerăm că abordarea propusă de Clayton M. Christensen și colaboratorii săi reprezintă un salt necesar de la „noroc” la strategie predictivă, introducând teoria „Jobs to Be Done”. Descoperim în aceste pagini o perspectivă revoluționară: clienții nu cumpără produse pur și simplu, ci le „angajează” pentru a face o treabă (un „job”) în viața lor. Dacă în lucrări precum The Innovator's Solution Christensen explica modul în care companiile pot deveni ele însele disruptori, aici el detaliază mecanismul psihologic și social care determină alegerea consumatorului. Găsim în această carte o metodologie riguroasă, aplicată deja de giganți precum Amazon sau Uber, care transformă dezvoltarea de produs dintr-un joc de noroc într-o știință a cauzalității. Pe linia practică a volumului Jobs to Be Done de Stephen Wunker, dar cu focus pe fundamentarea teoretică și puterea de predicție a cadrului strategic, lucrarea de față este esențială pentru a înțelege de ce unele inovații cuceresc piața, în timp ce altele, aparent perfecte tehnic, dispar. Tonul este unul autoritar și pragmatic, specific stilului Harvard Business School, punând accent pe modul în care organizațiile trebuie să se restructureze pentru a servi „treaba” pentru care au fost angajate.

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Specificații

ISBN-13: 9780062435613
ISBN-10: 0062435612
Pagini: 288
Dimensiuni: 159 x 236 x 27 mm
Greutate: 0.48 kg
Editura: Harper Collins Publ. USA
Colecția HarperBusiness

De ce să citești această carte

Această carte este indispensabilă managerilor de produs și antreprenorilor care vor să elimine hazardul din procesul de creație. Veți învăța să identificați nevoile reale, adesea nearticulate, ale clienților și să construiți soluții pentru care aceștia sunt dispuși să plătească un preț premium. Este un ghid strategic care transformă modul în care o organizație privește piața, oferind un avantaj competitiv bazat pe înțelegerea profundă a comportamentului uman.

Despre autor

Clayton M. Christensen (1952–2020) a fost profesor la Harvard Business School și este considerat unul dintre cei mai influenți gânditori de management din lume. Este celebru pentru formularea teoriei „inovației disruptive”, concept care a redefinit strategiile de business la nivel global. Autor al volumului clasic The Innovator's Dilemma, Christensen și-a dedicat cariera studierii modului în care companiile pot menține creșterea și pot evita stagnarea. Prin activitatea sa de consultant și academician, a influențat lideri de calibru precum Steve Jobs sau Jeff Bezos, lăsând în urmă o moștenire intelectuală care continuă să ghideze cele mai inovatoare companii contemporane.

Textul de pe ultima copertă

How do leaders 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 chance? The foremost authority on innovation and growth, Harvard Business School professor Clayton Christensen and his coauthors Taddy Hall, Karen Dillon, and David S. Duncan have the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruption—a way to predict how competitors will respond to different types of innovation. In this book he examines the other side of the puzzle: what causes growth, and how to create it.
After years of research, Christensen, Hall, Dillon, and Duncan have come to one critical conclusion: our long-held maxim—that the crux of innovation is knowing more and more about the customer—is wrong. Customers don’t simply buy products or services; they “hire” them to do a job. Understanding customers does not drive innovation success, the authors argue. 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, and Airbnb to name just a few. But this book is not about celebrating these successes—it’s about predicting new ones. Christensen and his coauthors contend that by understanding what causes customers to “hire” a product or service, any manager can improve their 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-or-miss efforts.
This book carefully lays down the authors’ provocative framework, providing a comprehensive explanation of the theory, why it’s predictive, and, most important, how to use it to improve innovation in the real world.

Recenzii

This game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had --and will continue to have ---a profound influence on Intuit’s approach to innovation. It just might change yours, too. — Scott Cook, Co-founder & Chairman of Intuit
Clayton Christensen’s books on innovation are mandatory reading at Netflix. — Reed Hastings, Co-founder and CEO of Netflix
Competing Against Luck offers fresh thinking on how to get innovation right. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they’re seeking to make in their lives. Bravo! — Muhtar Kent, CEO of The Coca-Cola Company
Clay Christensen and his co-authors have presented critical business thinkers and doers with a breakthrough theory that will change how leaders approach innovation by reverse engineering from a high value and focused customer job to be done. I have read it cover to cover--and will ask my top team to do the same. — Ron Frank, IBM
[Competing Against Luck] will likely become part of the thoughtful founder’s strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple… “What job is our customer trying to accomplish?” stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn’t just introduce a tool, it also lays out a program. — Inc. Magazine
The Theory of Jobs to Be Done has the essential trait of any good management theory: Once explained, it seems glaringly obvious. — Philip Delves Broughton, Wall Street Journal
In an age of big data and hyper segmentation, Christensen’s thinking is refreshing and clarifying. This book will relieve you of tired marketing conversations and invite you into worlds of new and ultimately, defining possibilities. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. — Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label
As a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn’t disappoint. This book has the potential to change the way you view innovation. Engaging and well-written, Christensen and his co-authors caused me to stop and really think about how Khan Academy is growing. I highly recommend it. — Sal Khan, Founder & CEO, Khan Academy
Competing Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business. A fun and quick read - and a set of ideas that will be useful when you negotiate with vendors or plan your next program. — Inside Higher Education

Descriere

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.

Notă biografică

CLAYTON M. CHRISTENSEN (1952?2020) was the Kim B. Clark Professor at Harvard Business School, the author of nine books, a five-time recipient of the McKinsey Award for Harvard Business Review's best article, and the cofounder of four companies, including the innovation consulting firm Innosight. In 2011 and 2013 he was named the world's most influential business thinker in a biennial ranking conducted by Thinkers50.