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In 1997, a book titled The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail introduced the theory of "disruptive innovation”. After twenty years of refining the theory, the same author, with his collaborators, published another influential book titled Competing Against Luck: The Story of Innovation and Customer Choice. This book instructs in detail how to innovate, and on what factors to base our innovations on. It lets us see that customers purchase a product not necessarily to own it, but rather to fulfill a “Job to Be Done”. Therefore, from a jobs perspective, we’ll be able to find innovation opportunities in our business endeavors.
This book was jointly written by four authors. Clayton M. Christensen is a renowned professor at Harvard Business School and a co-founder of Innosight, a management consulting and investment firm specializing in innovation. He received the McKinsey Award for Harvard Business Review’s best article five times. Taddy Hall is a principal with the Cambridge Group and a leader of Nielsen’s Breakthrough Innovation project. Karen Dillon is the former editor of the Harvard Business Review and co-author of the bestseller How Will You Measure Your Life, of which Christensen also wrote. David S. Duncan is a senior partner at Innosight. He has a Ph.D. in physics from Harvard University and is a leading thinker on innovation strategy and growth.
