When Clayton Christensen, our author, spent twenty years developing his Theory of Jobs to Be Done, he did something which is unusual for an academic - he collected data not from spreadsheets or databases, but from real people and companies, one conversation at a time. This patient, methodical approach reveals the first hint about what makes this book so awesome: deep, practical insights about why customers make the choices they do.

Competing Against Luck introduces readers to this Theory of Jobs to Be Done, a groundbreaking approach to understanding customer behavior and how to successfully innovate accordingly. The theory delves into understanding the fundamental "jobs" customers are trying to accomplish. This includes both the tasks people want to complete and, interestingly, the "negative jobs" - things people actively want to avoid doing. This dual perspective provides a richer understanding of customer motivation.

The theory builds upon Christensen's previous work on disruptive innovation, but takes a different angle. While his earlier work in The Innovator's Dilemma explained how companies can be disrupted despite doing everything right, this book focuses on how companies can create products and services that customers genuinely want. It moves beyond analyzing why innovations fail to understanding why they succeed.

FYI, the theory has been tested and refined through implementation at major corporations like Intuit. And other major companies have already used this theory to create successful innovations, suggesting its potential value for readers in both large corporations and smaller organizations. So, whether you're a business leader, innovator, entrepreneur, or simply interested in understanding why some products succeed while others fail, the Jobs to Be Done Theory offers a fresh perspective on creating successful innovations.