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Jobs to be Done

Deming Institute

In Clayton Christensen’s new book, Competing Against Luck , the authors delve into the importance of gaining a deep understanding of what your customers desire. Some are little (pass the time while waiting in line); some are big (find a more fulfilling career). We all have many jobs to be done in our lives.

Deming 28
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0511 | Larry Downes: Full Transcript

LDRLB

In that sense, the Christensen solution has become counterproductive; in fact, it’s become dangerous. That’s what happened, remember, in the airline industry. It was a crash deregulation in the late ‘70s, and you had this crazy … All the airlines, suddenly everybody became a national airline. LARRY: Here it is.