Prof. Clayton Christensen, creator of the “Disruptive Innovation” Theory and of the Jobs to be Done concept and author of several very important books like “The Innovator’s Dilemma” and “The Innovator’s Solution” has just published a new book on innovation, together with 3 co-authors.
The title of the book is “Competing against Luck: The Story of Innovation and Customer Choice” and promises companies to transform innovation from a simple game of luck to a way they create products and services clients need and love and will pay premium prices for them.
After many years of researches he reaches the conclusion that understanding the customer is not the key to innovation (Steve Jobs told us if he would have asked clients what kind of phone they need the Apple’s iPhone never appeared and Henry Ford also said if he would have asked clients what they need they may have said – “a better horse”), the clients do not need products or services but they “hire” them for a job-to-be-done.
The book also tries to predict future successes the type of Airbnb, Uber, Amazon and others.
Until we will see if he is right predicting this future successful new companies we will enjoy reading another book from one of the most important thinkers and writers on innovation.
Have a good read! The book can be found on Amazon and not only.