Competing Against Luck: The Story Of Innovation... Apr 2026

In "Competing Against Luck," Clayton Christensen posits that successful innovation requires focusing on the "job" a customer is trying to accomplish rather than on product features or customer demographics. By adopting the Jobs to be Done (JTBD) framework, companies can better understand the functional, emotional, and social dimensions driving customer choices. For a detailed overview of the JTBD framework, visit Harvard Business School Online .