Book Rec: Competing Against Luck by Clayton Christensen
Competing Against Luck introduces the Jobs to Be Done (JTBD) theory, which argues that customers don’t simply buy products or services — they “hire” them to do a job in their lives. The book explains how companies can uncover these jobs and design offerings that truly align with what customers need, rather than relying on guesswork, demographics, or surface-level data.
“Customers don’t buy products or services; they pull them into their lives to make progress.”
This book is ideal for:
Business leaders and entrepreneurs seeking clarity on product-market fit.
Marketers who want to understand customer behavior at a deeper level.
Operators who need a framework to prioritize innovation and resource allocation.
Anyone frustrated with “hit-or-miss” product launches or campaigns.
Key Takeaways
Customers hire products to solve jobs. Think beyond features — ask what problem in their life your solution is being “hired” to fix.
Demographics mislead. Age, gender, or income may correlate with buying behavior, but they rarely explain the why.
Innovation becomes predictable. By identifying unmet jobs, you can design products and experiences that customers consistently choose.
Context matters. The same person may “hire” different solutions depending on the situation (e.g., grabbing a milkshake for a commute vs. as a treat for a child).
Buy Now
You can pick up your copy of Competing Against Luck on Amazon. If you purchase through this link, I may earn a small commission at no extra cost to you.
