The Innovator’s Dilemma – and Solution
Professor Clayton Christensen has long believed – and proven – that successful, outstanding companies can do everything “right” and yet still lose their competitive edge, or even fail, as new, unexpected competitors rise and take over the market. His seminal theory of disruptive innovation, first introduced more than three decades ago, has changed the way managers and CEOs around the world think about and create innovation. Professor Christensen builds on his groundbreaking research to help all companies understand how to become disruptors themselves. He provides clear advice on the business decisions crucial to truly disruptive growth, drawing from in-depth, real world examples across multiple industries.
Competing Against Luck: Do You Know What Jobs Your Customers are Hiring You to Do?
Year after year, we collectively spend hundreds of billions of dollars developing new products and services in the hope that they will succeed. And, year after year, we find that most of these efforts fail. For many managers, successful innovation is essentially a matter of luck. But it doesn’t need to be that way, says Clay Christensen. The key is understanding why our customers make the choices they make. As Christensen and his co-authors explore in their new book, “Competing Against Luck”, customers don’t buy products and services. They hire them to do a job. And knowing the job brings order and predictability to the swirl of innovation. He delves deep into several well-known companies that have done this right, explaining why no competitor has come close to copying IKEA in more than 40 years; how sleepy Southern New Hampshire University became one of the biggest success stories in continuing education of the last decade, and why Intuit’s Quick Books dominated the market just months after launching. Don’t leave innovation to chance, urges Christensen. As he discusses, Jobs to be Done isn’t innovation jargon; it’s based on his rigorously researched theory that explains what causes customers to do what they do. This causal mechanism is that every day, jobs arise in their lives that they need to resolve. He describes how managers can learn what these jobs are, and how they might develop a product that nails them well. Once you understand this, he shows, developing exciting new innovations becomes quite predictable.
A Groundbreaking Prescription for Health Care Reform
It’s no secret our health care system is in critical condition. Each year, fewer Americans can afford it, fewer businesses can provide it, and fewer government programs can promise it for future generations. We need a cure – stat. The challenges the system faces – making health care affordable and conveniently accessible to most people – is not unique to this industry. “Almost every industry began with services and products that were so complicated and expensive to provide that only people with a lot of skill and a lot of money could participate,” Professor Christensen explains. “The transformational force that has brought affordability and accessibility to other industries is disruptive innovation.” He applies the principles of his renowned theory to health care, examines the challenges, and proposes a set of clear, actionable solutions that use the advances of technology to both reduce the cost of care and lead to improved health outcomes for millions.
Disrupting Class: Changing the Way the World Learns Through Innovation
The way we learn doesn’t match up with the way we are taught. If we hope to stay competitive – academically, economically and technologically – we must reevaluate our educational system, rethink our approach to learning, and reinvigorate our commitment to learning. We need disruptive innovation, argues Professor Clayton Christensen. Everyone across the education sector (K-12 through higher education) benefits from understanding why and how to apply the theory’s principles. From online learning to blended learning and hybrid models, Professor Christensen dissects the unprecedented opportunities of a more personalized approach to learning. He discusses not only how the transformation to a student-centric education system could play out, but what educators, policymakers and others must do to ensure it realizes its promise.