Competing Against Luck: The Story of Innovation and Customer Choice

by Clayton M. Christensen

The Theory of Jobs has evolved a lot over the last two decades. Without intending to do it, but in the course of trying to help many different people with many different problems, I have been stunned by how broadly and deeply the Theory of Jobs can be used. Almost every day I become aware of an interesting new example of Jobs Theory in action. My daughter Katie recently regaled me with details of Drybar, a salon in which you can get only one service: a perfect “blowout” for your hair—along with the attendant experiences that help you prepare for a special night out and make you feel good about yourself while you’re there. (I had no idea such things were coveted, but I stand duly corrected.) In just a few years, Drybar has become a visible success in cities around the country. And at the other end of the spectrum, I recently had the pleasure of discussing Jobs Theory with a four-star Air Force general grappling with challenges of motivating and retaining top personnel in an era of government budget constraints. When he left my office, it was as if he saw his dilemma in an entirely new light—one that provided some hope. “Never in my wildest imagination would I have guessed that a story about milk shakes would change the way I thought about recruiting in the military,” he declared as we parted company. It’s a challenging problem he faces, but I hope Jobs Theory offers him the perspective to make a difference. These are just a few examples that come quickly to mind from recent...