
Competing Against Luck
Competing Against Luck is the 2016 story of innovation and customer choice by Clayton M. Christensen that introduces jobs theory. Do you know why your most recent customer purchased your product or service? Not the obvious reason, but the deeper reason behind the choice? For example, why do people buy milkshakes? Are you buying the milkshake to satisfy hunger? As a dessert treat? To cool you off on a hot day? To appease your kids for a few minutes of peace and quiet? Competing Against Luck Clayton Christensen introduced the groundbreaking theory of disruptive innovation in his 1997 book The Innovator’s Dilemma. The concept (discussed by Lean East in this post) has been called the most influential business idea of the early 21st century and made Christensen one of…