At the November First Friday Book Synopsis, Randy Mayeux will present Competing 
Against Luck: The Story of Innovation and Customer Choice, (New York: Harper, 2016)written by Clayton Christensen as the lead author, along with three others (Taddy Hall, Karen Dillon, and David S. Duncan).
The book focuses on marketing and consumer behavior. It is in the top 10 in three different business categories, according to the best-seller list published by Amazon.com.
Christensen argues that when companies develop and produce products, they are successful only when they understand what triggers customer choices. His theory about consumers is based upon the assumption that we actually “hire” goods and services to perform certain jobs for us.
This assumption is the subject of an extensive Wall Street Journal interview by Alexandra Wolfe published on October 1-2 (p. C17).
You can read the interview by clicking HERE.
First Friday Book Synopsis 
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