Clayton M. Christensen

Karen Dillon

Taddy Hall

David Duncan

The Story of Innovation and Customer Choice

Competing Against Luck

Fabian Beiner

Here is the fundamental problem: the masses and masses of data that companies accumulate are not organized in a way that enables them to reliably predict which ideas will succeed. Instead the data is along the lines of "this customer looks like that one," "this product has similar performance attributes as that one," and "these people behaved the same way in the past," or "68 percent of customers say they prefer version A over version B." None of that data, however, actually tells you why customers make the choices that they do.

As W. Edwards Deming, the father of the quality movement that transformed manufacturing, once said: "If you do not know how to ask the right question, you discover nothing." After decades of watching great companies fail over and over again, I've come to the conclusion that there is, indeed, a better question to ask: What job did you hire that product to do?

Competing Against Luck quotes

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