Nutzen Sie unsere Filialabholung und erhalten Sie diesen Artikel versandkostenfrei in Ihrer Filiale!

Competing Against Luck

The Story of Innovation and Customer Choice

New York Times bestselling author, and the world's leading expert on innovation and bestselling author Clay Christensen returns with a game-changing book that shows companies to how to develop and market products and services that customers actually need and want.
After years of researching, Harvard Business School Professor Clayton Christensen has come to one critical conclusion: what we've taught for so long - that understanding the customer is the crux of innovation - is wrong. Customers don't buy products or services after all. They "hire" them to do a job. Understanding the customer will not drive innovation success; understanding the job they need to get done will. Christensen calls this the "jobs to be done" approach to innovation. It promises dramatically improved innovation outcomes. Organizations that reframe their innovation efforts from insight all the way through activation around understanding this breakthrough framework-not product benefits and features-will transform innovation from a game of chance to a home run.
Vetted and proven to work within many of the world's most respected business companies and fast-growing startups alike (for example, Amazon, Apple, Intuit, Zappos, Zipcar, Uber, Airbnb, and Chobani yogurt), The Jobs to be Done theory plays a vital role in answering questions raised by Christensen's seminal theory of disruptive innovation, first introduced to the world in 1997 and still tremendously popular - researched, employed, debated and critiqued alike. Its enduring power is largely because it is a theory; it is predictive, not merely descriptive. The same is true for the theory of Jobs to be Done, in this case bringing predictive theory to an even more demanding challenge: innovating for growth. If a company deeply understands the theory of Jobs to be Done - and focuses itself on that intelligence - it has the potential to virtually eliminate the probability of disruption. But more than fending off possible attacks from below, this theory holds the insight necessary to sustain growth over the long haul.
Some of the most successful product launches in recent years are not ones that garnered fawning headlines. Beer with lime? Thin cheese slices? Protein granola bars? Are such simple products really breakthrough ideas? Yes. Anheuser Busch hit a homerun with Bud Light Lime, selling over half a billion dollars in its first two years - in spite of internal resistance to launching "a sissy beer." Nothing sounds less innovative than a cheese company rolling out yet another cheese product, this one pre-packaged ultra-thin slices. But Sargento cleared $50 million in its first year with the product, driving enormous category growth and exceeding $150 million in year two. Nature Valley saw an opportunity for a different permutation with its protein chewy granola bars, and generated $100 million in its first year. In each of these cases, the new product didn't simply replace declining revenue in similar categories. It created new growth and significant market expansion. All of these endeavors were created - explicitly or implicitly - around the theory of Jobs to be Done.
This book will carefully lay down the Jobs to be Done framework and tools with a comprehensive explanation of the theory, why it is predictive, how to use it in the real world, and how not to squander the insights it provides.
Rezension
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
Portrait

CLAYTON M. CHRISTENSEN is the Kim B. Clark Professor at Harvard Business School, the author of seven 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 he was named the world´s most influential business thinker in a biennial ranking conducted by Thinkers50.

KAREN DILLON was editor of the Harvard Business Review until 2011. She is a graduate of Cornell University and Northwestern University’s Medill School of Journalism. In 2011 she was named by Ashoka as one of the world’s most influential and inspiring women.

… weiterlesen
In den Warenkorb
Filialabholung

Versandkostenfrei

Beschreibung

Produktdetails


Einband Taschenbuch
Seitenzahl 288
Erscheinungsdatum 04.10.2016
Sprache Englisch
ISBN 978-0-06-256523-5
Verlag Harper Collins Publ. USA
Maße (L/B/H) 228/151/22 mm
Gewicht 345
Buch (Taschenbuch, Englisch)
13,99
inkl. gesetzl. MwSt.
Sofort lieferbar
Versandkostenfrei
In den Warenkorb
Filialabholung

Versandkostenfrei

Andere Kunden interessierten sich auch für

  • 44844454
    Competing Against Luck
    von Karen Dillon
    Buch (gebundene Ausgabe)
    21,99
  • 46122529
    The Official Guide for GMAT Review 2017 with Online Question Bank and Exclusive Video
    von GMAC
    Buch (Set mit diversen Artikeln)
    32,99
  • 40108783
    Zero to One
    von Blake Masters
    Buch (Taschenbuch)
    8,99
  • 43135422
    The Innovator's Dilemma
    von Clayton M. Christensen
    Buch (Taschenbuch)
    18,99
  • 44844464
    Chaos Monkeys
    von Antonio Garcia Martinez
    Buch (gebundene Ausgabe)
    14,99
  • 44042107
    Elon Musk
    von Ashlee Vance
    Buch (Taschenbuch)
    5,99
  • 31129738
    Thinking, Fast and Slow
    von Daniel Kahneman
    Buch (Taschenbuch)
    11,99
  • 47815429
    Rich Dad Poor Dad. 20th Anniversary Edition
    von Robert T. Kiyosaki
    Buch (Taschenbuch)
    5,99
  • 46578212
    Machine, Platform, Crowd
    von Andrew Mcafee
    Buch (gebundene Ausgabe)
    19,99
  • 40652937
    Money Master the Game
    von Tony Robbins
    Buch (Taschenbuch)
    9,99
  • 46122525
    The Official Guide to the GMAT Review 2017 Bundle + Question Bank + Video
    von GMAC
    Buch (Set mit diversen Artikeln)
    59,99
  • 44675584
    Everybody Lies
    von Seth Stephens-Davidowitz
    Buch (gebundene Ausgabe)
    12,99
  • 50257416
    Unshakeable
    von Tony Robbins
    Buch (Taschenbuch)
    11,99
  • 22861025
    Start with Why
    von Simon Sinek
    Buch (Taschenbuch)
    11,99
  • 43709726
    Together is Better
    von Simon Sinek
    Buch (gebundene Ausgabe)
    14,99
  • 57611781
    Leaders Eat Last
    von Simon Sinek
    Buch (Taschenbuch)
    9,99
  • 32244897
    The Economics Book
    von DK
    Buch (gebundene Ausgabe)
    15,99
  • 38295574
    Essentialism
    von Greg McKeown
    Buch (Taschenbuch)
    11,99
  • 32964238
    Why Nations Fail
    von James A. Robinson
    Buch (Taschenbuch)
    9,99
  • 43990748
    Sprint
    von Brad Kowitz
    Buch (Taschenbuch)
    12,99

Kundenbewertungen


Es wurden noch keine Bewertungen geschrieben.

Wird oft zusammen gekauft

Competing Against Luck

Competing Against Luck

von Karen Dillon , Taddy Hall , Clayton M. Christensen

Buch (Taschenbuch, Englisch)
13,99
+
=
Mindfuck

Mindfuck

von Petra Bock

(7)
Buch (gebundene Ausgabe)
19,99
+
=

für

33,98

inkl. gesetzl. MwSt.

Alle kaufen