Jobs to be done theory12/5/2023 He believed that, if given the right lens to look through, everyone could see how innovation could be possible. Christensen began his search with the hypothesis that we didn’t have to rely on luck. Hence the title of Clayton Christensen’s book: Competing Against Luck. As for the companies of legend that somehow overcame the odds and delivered the right solution to the right audience at just the right time, people either consider them unbelievable success stories, or shrug and say, “I guess they were just lucky.” So what should you do? What is your “job to be done”?Ĭlayton Christensen essentially discovered that people were using the wrong unit of analysis -looking in the wrong place for that elusive buried treasure that we refer to as “innovation.” Despite the mountains of data, analytics tools, and disciplined processes that leaders had at their disposal, innovation was still, at best, a hit-or-miss prospect. We are all at the helm of our own careers-the CEOs of Me Inc.-yet we struggle to develop a strategy that results in true innovation for our own lives. This isn't unique to the leaders of companies. But they fail - not just some of them, almost all of them. Many sincerely want to better understand their customers in order to deliver real value that provides a defensible differentiation for their companies within their market space. Harvard Business School Working Knowledge ![]() It's time for companies to look at products the way customers do: as a way to get a job done.” - Carmen Nobel, “Clay Christensen’s Milkshake Marketing,” ![]() The problem often is that their creators are using an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen. Most people would agree that the vast majority of innovations fall far short of ambitions.” “In a recent McKinsey poll, 84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations’ innovation performance. In a 2016 Harvard Business Review article Know Your Customers’ “Jobs to Be Done,” Clayton Christensen and his co-authors open with a powerful statistic that gets to the heart of the problem statement as well as the importance of his work. Read that post to get an understanding of who he is and the effect that his work has had throughout tech, and the world. In my previous post “ How to Improve Your Career with the Father of Disruptive Innovation,” I talked about how another of Clayton Christensen’s books, The Innovator’s Dilemma, profoundly impacted the technology industry. In this post, I’ll walk you through the core elements and how they can apply to you. The result of Clayton Christensen’s research was the “ jobs to be done ” theory that he wrote about in his book Competing Against Luck (HarperBusiness, October 2016). Clayton Christensen set out to answer one simple question: “How do we innovate?” What he discovered during his research, however, is a tool that can be used to do so much more. ![]() This framework will literally change the way you look at everything, from the ascension of tech companies like Netflix, to the way in which you navigate your career path, all the way to how you interact with your kids and stay relevant throughout their lives.
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