MAN!!! Competing Against Luck by Harvard Business Professor Clayton Christensen, took me on long walks – and it’s main idea, the “Jobs To Be Done” framework, is powerful, maybe even transcendent.
– the basic concept is this….

~Your product or service should be thought of as the “Jobs” it helps your customer get done.

~Once you can understand the “Jobs” your product gets done (or fails to address) in the everyday lives of the customer, you can uncover opportunities to innovate.

~Those innovations, once implemented at a process level within your organization, can differentiate your product in ways that no competitor can touch.

Seems simple, but powerful.
This book is full of simple wonders like this quote –

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”   
From the flap – 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.

GET THE BOOK –> Competing Against Luck: The Story of Innovation and Customer Choice