1 rich Libsyn https://www.libsyn.com 90 600 Journalist, author, and speaker, Karen Dillon is a former editor of Harvard Business Review Magazine, and the former Deputy Editor of Inc. Magazine. She recently co-authored&amp;nbsp;Competing Against Luck&amp;nbsp;with Clay Christensen.&amp;nbsp; Using the Jobs to Be Done framework, Karen Dillon and her co-authors help businesses understand what&amp;nbsp;causes customers to &quot;hire&quot; a product or service. With that understanding, a business can improve its innovation track record, creating products that customers really want.&amp;nbsp;Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts &amp;nbsp; Key Takeaways: [1:11] Karen Dillon defines Clay Christensen's Theory of Disruption using a real-world example. [8:02] Can an incumbent company’s actions be predicted when faced with a threat from an entry-level rival? [15:57] Karen explains why &quot;likelihood to purchase&quot; is still so unpredictable, even with today's plethora of customer knowledge and data gathering tools. [19:42] Customers make choices based on the Jobs to Be Done in their lives. [21:08] Karen Dillon outlines three dimensions of the Jobs to Be Done framework. [27:03] Trigger events often occur before a customer makes an actual decision to buy. [34:39] The Jobs to Be Done Interview is used to identify a customer’s trigger event. [40:58] Karen Dillon provides a tip for marketers who sell business-to-business. &amp;nbsp; Mentioned in This Episode: Competing Against Luck Jobs to Be Done Karen Dillon @KarDillon on Twitter @ClayChristensen on Twitter Praxent @PraxentSoftware on Twitter Commanding Business http://praxent.com/commandingbusiness <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/4857198/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/item/4857198