Competing Against Luck_ The Story of Inn.epub - (EPUB全文下载)

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书籍内容：

Contents
Cover
Title Page
Contents
Section 1: An Introduction to Jobs Theory
Introduction: Why You Should Hire This Book
Chapter 1: The Milk Shake Dilemma
Chapter 2: Progress, Not Products
Chapter 3: Jobs in the Wild
Section 2: The Hard Work—and Payoff—of Applying Jobs Theory
Chapter 4: Job Hunting
Chapter 5: How to Hear What Your Customers Don’t Say
Chapter 6: Building Your Résumé
Section 3: The Jobs to Be Done Organization
Chapter 7: Integrating Around a Job
Chapter 8: Keeping Your Eye on the Job
Chapter 9: The Jobs-Focused Organization
Chapter 10: Final Observations About the Theory of Jobs
Acknowledgments
Index
About the Authors
Also by the Authors
Copyright
About the Publisher
Section 1
An Introduction to Jobs Theory
We’re lost, but we’re making good time!
—Yogi Berra
Introduction: Why You Should Hire This Book
This is a book about progress.
Yes, it’s a book about innovation—and how to get better at it. But at its core, this book is about the struggles we all face to make progress in our lives.
If you’re like many entrepreneurs and managers, the word “progress” might not spring to mind when you’re trying to innovate. Instead you obsess about creating the perfect product with just the right combination of features and benefits to appeal to customers. Or you try to continually fine-tune your existing products so they’re more profitable or differentiated from your competitors’. You think
you know just what your customers would like, but in reality, it can feel pretty hit or miss. Place enough bets and—with a bit of luck—something will work out.
But that doesn’t have to be the case, not when you truly understand what causes
consumers to make the choices they do. Innovation can be far more predictable—and far more profitable—but only if you think about it differently. It’s about progress
, not products. So if you are tired of throwing yourself and your organization into well-intended innovation efforts that routinely underwhelm; if you want to create products and services that you know, in advance, customers will not only be eager to buy, but willing to pay a premium price
for; if you want to compete—and win—against those relying on luck to successfully innovate, then read on. This book is about helping you
make progress, too.
Getting Better and Better at the Wrong Things
For as long as I can remember, innovation has been a top priority—and a top frustration—for companies around the world. In a recent McKinsey poll, 84 percent of global executive ............

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