Competing Against Luck: The Story of Innovation and Customer Choice

by Clayton M. Christensen

other aspect of business. Innovation does not have to be the least successful thing that companies do. Chapter Takeaways Organizations that lack clarity on what the real jobs their customers hire them to do can fall into the trap of providing one-size-fits-all solutions that ultimately satisfy no one. Deeply understanding jobs opens up new avenues for growth and innovation by bringing into focus distinct “jobs-based” segments—including groups of “nonconsumers” for which an acceptable solution does not currently exist. They choose to hire nothing, rather than something that does the job poorly. Nonconsumption has the potential to provide a very, very big opportunity. Seeing your customers through a jobs lens highlights the real competition you face, which often extends well beyond your traditional rivals. Questions for Leaders What jobs are your customers hiring your products and services to get done? Are there segments with distinct jobs that you are inadequately serving with a one-size-fits-none solution? Are your products—or competitors'—overshooting what customers are actually willing to pay for? What experiences do customers seek in order to make progress—and what obstacles must be removed for them to be successful? What does your understanding of your customers’ Jobs to Be Done reveal about the real competition you are facing?