How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights.
After years of research, Christensen has come to one critical conclusion: our long held maxim—that understanding the customer is the crux of innovation—is wrong. Customers don’t buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world’s most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes—it’s about predicting new ones.
Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they’ll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.
This book carefully lays down Christensen’s provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world—and, most importantly, how not to squander the insights it provides.
New Chapters in the Second Edition cover:
Behavior-based safety programs
Safety auditing procedures and techniques
Measuring health and safety performance
OSHA’s laboratory safety standard
Process safety management standard
BCSPs Code of Ethics
The book provides a quick desk reference as well as a resource for preparations for the Associate Safety Professional (ASP), Certified Safety Professional (CSP), Occupational Health and Safety Technologist (OHST), and the Construction Health and Safety Technologist (CHST) examinations. A collection of information drawn from textbooks, journals, and the author’s more than 25 years of experience, the reference provides, as the title implies, not just a study guide but a reference that has staying power on your library shelf.