“By understanding what causes customers to “hire” a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they’ll pay premium prices to bring into their lives. Jobs Theory offers new hope for growth to companies frustrated by their hit and miss efforts.”
Christensen, Clayton M., Taddy Hall, Karen Dillon, and David S. Duncan. Competing Against Luck: The Story of Innovation and Customer Choice. New York: Harper Business, 2016.
