Is ‘Jobs to be Done’ the Road Map for Innovation?
Destination Innovation
MARCH 23, 2017
Competing Against Luck is the rather curious title of a new book by the eminent innovation guru, Clayton Christensen, ably assisted by three acolytes, Hall, Dillon and Duncan. It is an important work which makes some big claims. The authors expound and develop the theory of ‘Jobs to be Done’ and they assert that for the first time this gives a road map for where and how a company should innovate to undermine established leaders or create new markets.
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