Competing Against Luck: The Story of Innovation and Customer Choice is an instruction manual for how to create products and services that consumers are guaranteed to choose even in a crowded market.
Innovation is highly prized by businesses and entrepreneurs. But time and again, companies waste capital and resources to churn out products that have only a gambler's chance at attracting customer interest. Even the most high-concept, data-driven products can ultimately fail once they're turned over to the marketplace. Businesses need not churn out innovations and simply hope for the best. Instead, employing the jobs theory can remove the risk involved in creating something new and give innovators a chance at success that does not rely on luck alone.
The jobs theory maintains that successful products must answer an unsatisfied customer need and the producer must understand why the customer has this need.
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