Competing Against Luck: The Story of Innovation and Customer Choice, by Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan
IN 1995 the term “disruptive innovation” was coined by Harvard Professor Clayton Christensen to describe how certain types of innovation change industries. But this is rare. Most innovation doesn’t amount to much, and fizzles out despite extensive quantitative research and Herculean advertising efforts.
In this book, Christensen et al offer a simple but profound insight which they call the ‘Theory of Jobs to Be Done’. The purpose of this insight is to shed light on why people adopt an innovation in large enough numbers to make it a success, and how to identify innovations that will be adopted.