Competing Against Luck

Competing Against Luck (2016) challenges you to rethink innovation and growth through what is known as the jobs to be done theory. This transformative concept invites you to understand on a deeper level why customers make the choices they do, thereby helping you shape how you develop and market your products or services. Dive into a world where success hinges not on luck but on a profound comprehension of your customer’s true needs and desires.

• Business leaders seeking innovative growth strategies
• Entrepreneurs exploring customer-centric product development
• Marketing professionals interested in consumer behavior insights

Clayton M. Christensen was a Harvard Business School professor and the author of The Innovator’s Dilemma. He made a significant impact on business thinking around the world..

Taddy Hall, a principal at the Cambridge Group, specializes in guiding senior executives in product innovation and process improvement. He also advises executives in emerging markets through his work with Endeavor.

Karen Dillon, former editor of the Harvard Business Review, is a co-author of How Will You Measure Your Life? in addition to being a graduate of Cornell University and Northwestern University’s Medill School of Journalism.

David S. Duncan holds a PhD in physics from Harvard University. He is a senior partner at Innosight where he specializes in innovation strategy and growth, and helps executives navigate change.