Clayton M. Christensen

David S. Duncan

Karen Dillon

Taddy Hall

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.

The Story of Innovation and Customer Choice

Competing Against Luck

David Duncan

Joe Plummer

Robert Barocci

Stephen D. Rappaport

Praise for The Online Advertising Playbook "Finally, someone has documented all we know about onlineadvertising and how to do it right. As much as this confirms thatonline advertising really works, we know that marketers don'talways get it right. The ARF's The Online Advertising Playbookprovides critical insight on what sticks and what doesn't in onlineadvertising and marketing." —Greg Stuart, CEO and President, InteractiveAdvertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, casestudies, and strategic insights equip marketers with the bestknowledge available. It will help your online advertising achievethe full range of marketing objectives, from lead generation andcustomer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global InteractiveMarketing, The Coca-Cola Company "To grow interactive marketing from here we need toinstitutionalize our wisdom and experience about what works. Thisbook explains, in a disciplined way, what marketers have learnedfrom a decade of massive change." —Ted McConnell, Interactive Innovation Director,Procter & Gamble "The Online Advertising Playbook is a milestone in thematuration of interactive advertising, but also an invaluable go-toguide for managers trying to make smart decisions with theiradvertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call'informed intuition.' After reading The Online AdvertisingPlaybook, I am far better informed on how to optimize theonline channel in our advertising and promotional programs. It's aperfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, UnitedStates Postal Service "Savvy marketers should take advantage of The OnlineAdvertising Playbook's findings and principles to get realresults." —Chris Theodoros, Director of Industry Relations,Google "A work of wisdom and rigor in the digital space that is asrelevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, AmericanAssociation of Advertising Agencies "This is a must-read for any marketing executive involved inonline advertising. It's high time that a book looks at onlineadvertising in the context of an integrative promotional strategy,one meant to set objectives, establish creative strategies, andmeasure results. The book nicely ties the various components ofonline advertising to relevant case studies, and the emphasis onmeasurement and results is refreshing. Not only is it relevant formarketing executives, it would also be a good basic text for anyInternet advertising course and a good adjunct to any Internetmarketing course." —Henry Assael, Professor of Marketing, Stern School ofBusiness, New York University

Proven Strategies and Tested Tactics from the Advertising Research Foundation

The Online Advertising Playbook

Taddy Hall

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