Competing Against Luck: The Story of Innovation and Customer Choice
How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss?
After years of research, Harvard Business School professor Clayton Christensen and his co-authors have come to one critical conclusion: our long held maxim—that understanding the customer is the crux of innovation—is wrong. Customers don’t buy products or services; they “hire” them to do a job.