What if your customers aren't really buying your product at all? In Competing Against Luck, Clayton Christensen introduces Jobs to Be Done, a powerful way to understand why people choose one product or service over another. Instead of guessing what customers want or simply adding new features, you'll learn to identify the real "job" customers are trying to accomplish and understand the circumstances that influence their decisions.
This course takes the theory into practical business situations. You'll learn how to discover the customer's job, map the complete customer journey, remove obstacles and frustrations, understand the emotional and social sides of a purchase, and build your business around the job rather than becoming attached to a particular product. Through examples including McDonald's, IKEA, Segway, Netflix, ING Direct, and the Detroit condominium market, you'll develop a practical framework for understanding customers and creating solutions that genuinely help them make progress.
