Discover how to change the way you think about business!

Competing Against Luck is a book for anyone who wants to better understand how customers choose products and services in practice, and how to use these insights when creating offerings.

This publication works with the "Jobs to be Done" concept, which describes the "jobs" customers are trying to accomplish when they purchase something and why they choose a particular solution in a given situation. Using examples, it shows how to think about customer needs and how this approach can help in finding opportunities for innovation, marketing, or product development.

The book can offer a new perspective on innovation and marketing and inspire more precise targeting of offerings as well as more thoughtful business decisions.

Why you shouldn't miss this book?

• A well-known approach to investigating customer needs (Jobs to be Done)
• Practical prompts for creating products and services with regard to customer situations
• Inspiration for entrepreneurs and marketing teams
• Tips that can help increase competitiveness and improve business decision-making
• Clear explanation of principles through examples

Main features of the book

• Clayton M. Christensen is among the co-authors of the book and is known for his work in innovation and corporate strategy
• Contains practical examples illustrating the Jobs to be Done principles
• Suitable for entrepreneurs, managers, marketers, and students
• The book's structure supports gradual understanding of the concepts discussed
• The methodology is applicable across various industries, depending on the specific situation and market type