In the pursuit of innovation, companies often rely on luck rather than a systematic approach, resulting in wasted resources and dissatisfaction. Clayton Christensen, in his book “Competing Against Luck,” argues that effective innovation is not about improving products in isolation, but about understanding what ‘job’ customers ‘hire’ the product to do. By employing a ‘Jobs to Be Done’ framework, one can discover specific circumstances and needs that lead customers to choose a particular product. These insights can be used to innovate in a more focused and efficient manner, providing tailored solutions that resonate with customer needs. Christensen’s approach has been validated by successful entrepreneurs and business leaders, reinforcing the importance of understanding consumer needs for meaningful innovation.
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