A generation ago Clayton Christensen revolutionized business with his groundbreaking theory of
disruption?a way to predict how competitors will respond to different types of innovation. In
this book Christensen and his coauthors examine the other side of the puzzle: what causes
growth and how to create it. After years of research Christensen Hall Dillon and Duncan
show that the long-held maxim?that the crux of innovation is knowing more and more about the
customer?is wrong. Customers don't simply buy products or services they ?hire? them to do a
job. Understanding customers does not drive innovation success. The key is understanding
customers' Jobs to Be Done. The Jobs to Be Done approach can be seen in some of the world's
most respected companies and fast-growing startups including Amazon Intuit Uber and Airbnb
to name just a few. This book carefully lays down the authors' provocative framework providing
a comprehensive explanation of the theory why it's predictive and most important how to use
it to improve innovation in the real world.
