Competing Against Luck

by
Clayton M. Christensen

CHAPTER 1
THE MILKSHAKE DILEMMA
 Chapter 1 The Milkshake Dilemma

What job do you hire a product to do?

Why do customers decide to pull a new product into

their lives?
 THE BIG IDEA

Why is innovation so hard to predictand sustain?

Because we havent been asking the right questions.
Despite the success and enduring utility of disruption
as a model of competitive response, it does not tell you
whereto look for new opportunities. It doesnt provide
road map for where or how company should innovate
to undermine established leaders or create new
markets. But the Theory of Jobs to Be Done does.
 Cases

The Milkshake Dilemma

A Resume for Margarine
Uber