想贏得消費者的心，您必須精通「工作理論」！

哈佛商學院講座教授、提出「破壞式創新」理論的權威管理大師克里斯汀生最新重磅力作，以「工作理論」帶您出奇制勝！

◎Netflix共同創辦人兼執行長里德．哈斯廷斯（Reed Hastings）推薦

企業如何得知該怎麼成長？如何創造消費者一定願意買單的商品？創新可以不只是單憑運氣嗎？管理大師克里斯汀生在以「破壞式創新」理論影響一整個世代之後，提出「工作理論」（Jobs Theory），讓您的創新更加精準，不再需要只靠運氣！

對許多企業而言，創新仍是場賭局，總是要等到在市場試水溫之後，才能得知消費者對於商品或服務的接受度。他們花費大筆金錢與時間蒐集數據，分析消費者的年齡、收入與組成等等資訊。然而，他們往往只能達成極微小的創新，也錯失能確保長期永續成長的關鍵創新。難道創意真的只是碰運氣嗎？或者，創新之所以困難，只是因為不了解讓創新成功的關鍵？

經過多年研究，克里斯汀生與共同作者們得出重要結論：「創新的關鍵是了解消費者」這項大家長期以來奉為圭臬的準則是錯誤的。事實上，消費者「雇用」商品與服務，來達成所想到的結果。換言之，「了解消費者的待辦工作」，才是核心關鍵！他們認為，必須了解消費者「雇用」商品與服務背後的原因與目的，因為「工作理論」著重於商品或服務所提供的體驗，進而找出消費者到底在追求什麼、想透過商品或服務得到什麼。如此一來，任何企業都可以改善過去創新的失敗紀錄與軌跡，進而創造出消費者願意付高價雇用的商品或服務。全球成長最快速的企業如亞馬遜、Uber與Airbnb，都使用「待辦工作」的方式經營。

然而，當消費者「雇用」一項新產品來取代需求，舊產品自然而然會被「解雇」。市場上看似不互相衝突的商品與服務，很有可能成為競爭對手。例如：吸菸者在休息時間藉由「雇用」香菸，以換取情緒紓緩的效果，但他們也有可能藉由滑臉書來得到相似的放鬆效果──臉書因此成為香菸廠商的競爭對手。

克里斯汀生提出的「工作理論」著重於消費者的「待辦工作」，將顧客的情感脈絡與需求視為考量的優先，讓您了解消費者擁護某些特定創新商品與服務的原因！

The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.

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.