Brandi recommends

the most recent book by prof. Clayton M. Christensen dedicated to the theory of "job to be done" which provides the framework of discovering true underlying needs of your customer. So you may build the organizaion around the customer's real underlying needs and instead of focusing on just features.The book goes from Milshake experiment to building the culture of the organization so everyone would know customer's needs instead of just knowing the product, the ways companies measuring important da...

An updated, modern guide to jobs-to-be-done theory. Well-structured, practical read with multiple examples and illustrations to the theory. Some stories might sound familiar for those who were following the author's work. A highly useful resource for everyone who's building a business. “Creating the right experiences and then integrating around them to solve a job, is critical for competitive advantage. That’s because while it may be easy for competitors to copy products, it’s difficult for them...

Makes a good case for first principles. Why does someone use your product? What's the job they hire it for? Once you understand what they want to accomplish, you can figure out ways to help them to do it. There are some good insights on how "active" metrics can distort the world view with fake precision, and how processes and org structure can be a way to orient people around customers' "jobs to be done". It's a minor peeve but some case studies didn't add much to the message and could've been s...

If you are looking for a book that might inspire you for thinking differently about your products or services, this is a book for you. It explains the Jobs to be Done Theory (JTBD Theory), that learns us how to think about the products/services not from a perspective of the product/service itself, but from the perspective of the job that the customer is trying to accomplish with using the product/service.For decades managers were taught to think about target groups, thinking about the customers

Having been active in Computer Science my whole life (since high school), I was always exposed to an endless stream of conversations around the subject of "startups" and "innovation", that after a few years becomes repetitive and very hard to take seriously.I think this book helped rehabilitate the two words in my mind, and managed to express in simple and clear terms, via "The Theory of Jobs", what the difference is between "wantrepreneurism" and products that people can't resist paying for.

The definitive guide to Jobs Theory. Can’t really think who I wouldn’t recommend this to (not just for PMs).It provides a strong explanation, with good examples, and clear guidance on how to apply it and where the limitations are. It’s a powerful way to think about what types of innovation will actually be valued by customers and lead to strong products.

This book was absolutely enlightening! I feel like anyone, anywhere who completes ANY job would benefit from reading this and getting to the crux of what their individual "job to be done" is. Leaders would benefit greatly from this book as well as it is an easy to understand framework of getting away from the "fluff" of managing and leading and really understanding people's roles in organizations but more importantly how they all interact in order to complete the "jobs to be done". Loved it, mad...

While I have read about Clayton Christensen’s theory on disruption and also his work, this is his first book that I read. After wanting to read his work for long, I have finally got to it. The book discusses how innovation need not be about luck. There is a way to innovate and most companies can find. This is where “Jobs Theory” comes in – innovation is not about asking the customer what they want or the problems they face, more importantly it works when you understand what job the customer is t...

Jobs Theory (fully the Theory of Jobs to be Done) is framed around the central construct of a 'Job' that a product or service is 'hired' to do or 'fired' for not doing. Clayton Christensen and co-authors argue that successful innovation is not dictated by luck; it's predicated on a company's ability to uncover, define, and organize to deliver on a Job to be Done (implicitly or explicitly).The core idea of a Job to be Done is intuitive: people don't want products, they want to make progress in th...

From our beloved professor who came up with the Innovator's Dilemma, Christensen's now back with a book 20 years later. The title "Competing Against Luck" does not really describe what the book is about. This is Christensen's own perspective on Needfinding as most of us know already today, by breaking it down into atomic pieces called "Jobs [by users/customers] to be Done". He drills in the same concept repeatedly to the reader chapter after chapter applied to different contexts. For those who a...

More than 10’000 business books are published each year and most of them are rubbish. But every year there are also some gems. And among the gems there’s usually a few candidates for the business book hall of fame. True greats that hold timeless wisdom - content that will be relevant for many, many years to come. Competing against Luck by Clayton Christensen, Taddy Hall, Karen Dillon and David S. Duncan is one of them. It’s a book about innovation and customer choice.Innovation is the lifeblood

Although Jobs To Be Done seems like a useful conceptual framework to shape customer centric thinking, I am missing validation; both of the framework construct described, and as a crucial part of the application of the framework itself. How will we know we have found the right Job?

Christensen posits why well run companies fail to innovate, suggests a solution for this problem (the Jobs to Be Done framework), and then describes how this solution can be implemented in large organizationsHis key arguments are:1. Companies are getting better and better at the wrong thing. Businesses have more data about customers than ever, but still don't understand what jobs customers are hiring their products to solve. This means that they often use data to drive incremental innovation ins...

If you are interested in or responsible for new product development, put this book on your must-read list.If your job is marketing or promoting your company, your products, or your services, then you’ll find lots of useful stuff in this book.If you’re a general business book reader, you’ll probably enjoy the book, too. One of the things that I enjoyed most about Competing Against Luck was the number of stories and examples that I never read about anywhere else. There are good descriptions of the...

A mentor suggested me this book and I am glad he did. Often in my career I have had heard topics that "we need to innovate more or we need to innovate now". I would be skeptical as to how can innovate be a planned verb? It must be a light-bulb moment or an "aha!!" moment.However this books has some answers, it may not be a silver bullet, however it helps think in the right direction. It gives some points / samples / examples to start looking at.A good read overall!

The book gave me a lot of insights on what job stories are about. Really like on how the author takes us on the journey to see on how this concept can be applies and make da difference.Found the book highly inspiring.So far the best book I read on this topic.

This book presents the idea of Job to Be Done and proposes it as a theory to make innovation more predictable and not lucky.It is a very interesting idea, and it is sold by the author very well. But, looking at other books, such as "Corporate Startup", the idea of building an innovative ecosystem is still to create a favorable environment that help to spawn ideas. This contrast, in my opinion, is due to the fact that the Job To Be Done is directed to a specific Job, while building an ecosystem i...

In this book Christensen et al take aim at the long-held notion that luck need be a significant part of success, arguing that a proper understanding and application of the "Theory of Jobs" can dramatically de-risk new ventures. I'm folding their insights into the service offerings of my own business as an 'ethnography of demand' market research phase, but the book rightly argues that a clear 'job spec' expressed in verbs and nouns at the proper level of abstraction can act as an effective standa...

Lots to digest here and I think I'll need a re-read to get everything out of it. Seems like a very useful and focused approach to understanding product development and innovation. Now I'm curious about applying these ideas to platform and service engineering. Going to be thinking about this one for a while, I'm sure.