Competing Against Luck

"Competing Against Luck," by Clayton Christensen, explains how companies can better serve customers by understanding their true needs and motivations—what Jobs to Be Done they hire products or services to accomplish. Instead of focusing solely on features or demographics, businesses should identify the specific problems or goals their customers seek to achieve. By doing so, they can develop solutions that truly resonate and fulfill those underlying needs. This approach helps companies innovate more effectively and create products or services that customers will choose naturally, leading to sustained success.