Competing Against Luck: The Story of Innovation and Customer Choice by Clayton M Christensen, Taddy Hall, Karen Dillon, David S. Duncan/ Harper Collins Business
Other books tell us to manage our client’s expectations. Christensen, et al, is asking us to understand people's causal motivations even when the client or patient cannot articulate them. By doing this with focus and growing acuity, you can provide “A Job” for yourself that the authors call “The-Job-To-Be-Done.” In this way, you meet innovation from a potential need rather than a product that simply represents New Flash.
This Job-To-Be-Done includes finding out why people do NOT buy a particular service or product, or when they “make do” with a limited solution. Once you have figured this out, you will step out of your traditional strict focus on functionality and add emotional and social centered solutions.
Christensen, his students, and co-faculty, never fail to deliver.