At my company JotForm, Clayton Christensen’s Competing Against Luck: The Story of Innovation and Customer Choice was literally required reading for our marketing, product, and user research teams this past year. And then we took the principles we learned in the book and applied it to how our users use our service. The book frames every product as fulfilling a job to be done by the customer. The customer doesn’t use a product, it hires your company and product to do a single job. And learning what exactly that job is is key to truly innovating. Christensen’s Innovator’s Dilemma is his more famous work, but ‘Competing Against Luck’ is what was required by the JotForm team to read, and it was really eye-opening when it came to understanding our users better.
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Contributors: Chad Reid from JotForm