For more and more companies in a world that's changing fast, there's only one way to win the game: transform it entirely. For anyone who wants to thrive in this new order, this requires a revolution in thinking – a steady stream of disruptive strategies and unexpected solutions. Disrupt: Think the Unthinkable to Spark Transformation in Your Business, Second Edition shows you exactly how to generate and execute those solutions.
Luke Williams reflects his experience creating disruptive products and services at frog design, one of the world's leading innovation firms. Williams combines the fluid creativity of "disruptive thinking" with the analytical rigor that is indispensable to business success. The result is a simple yet complete five-stage process for imagining a powerful market disruption and transforming it into reality.
Using updated examples and a book-length case study, Williams shows how the more unexpected an idea, the smaller the number of competitors, and the more successful the company that brings it to market. The Second Edition emphasizes learning objectives and outcomes as the author draws on his work teaching business innovation at NYU, and walks the reader through generating a disruptive hypothesis, defining a disruptive market opportunity, creating multiple disruptive ideas, shaping them into an actionable solution, and persuading key stakeholders to adopt or invest in the solution.
Disrupt, Second Edition gives you a systematic way to redefine the future of your company, catch your entire industry by surprise, and leave your competitors scrambling to catch up.
A complete five-step program for identifying and executing on disruptive business opportunities – now updated and even more effective!
The Revolution is in Full Swing
PART I: THE HYPOTHESES, THE OPPORTUNITY, AND THE IDEAS
Chapter 1 16
Crafting a Disruptive Hypothesis:
Be Wrong at the Start, to be Right at the End
Chapter 2 40
Discovering a Disruptive Opportunity:
Explore the Least Obvious
Chapter 3 78
Generating a Disruptive Idea:
Unexpected Ideas Have Fewer Competitors
PART II: THE SOLUTION AND THE PITCH
Chapter 4 108
Shaping a Disruptive Solution:
Novelty for Novelty’s Sake is a Resource Killer
Chapter 5 142
Making a Disruptive Pitch:
Underprepare the Obvious, Overprepare the Unusual
Quick Reference Guide 172
PART III: THE DISRUPTIVE LEADER
Chapter 6 184
The Disruptive Leader’s Motivation
A Different Attitude
Chapter 7 200
The Disruptive Leader’s Mindset
A Different Awareness
An Instinct for Change:
Look Where No One Else is Looking
About the Author 242
Beyond the Book 243
The first systematic, start-to-finish process for imagining disruptive innovations, and transforming them into powerfully successful products and services – now updated and even more effective!
A Complete 5-Step Process for Identifying Disruptive Business Opportunities–And Successfully Executing Them
“Don’t let the title fool you. This book is stuffed with practical, useful ideas that will change the way you create and sell practical, useful ideas.”
Seth Godin, author of Linchpin
Now Includes an All-New Section on Leading Disruptive Thinking!
In a Business World of Non-Stop Change, There’s Only One Way to Win The Game: Transform It Entirely
This requires a revolution in thinking: a steady stream of disruptive strategies and unexpected solutions. In Disrupt, Second Edition, Luke Williams shows exactly how to generate those strategies and deliver those solutions.
Williams shows how to combine fluid creativity with analytical rigor in a simple five-stage process for successfully disrupting any market. You’ll learn why unexpected ideas draw the least competitors–and offer the greatest potential.
Using real-world examples, you’ll walk through every step of transforming disruptive ideas from conception to breakthrough strategy.
Best of all, you’ll discover powerful ways to lead disruptive thinking in a new section added to this edition. Drawing on his immense experience creating breakthrough solutions at frog design and elsewhere, Williams shows how to relentlessly strengthen the habits, practices, and motivations you need to win through disruption.
• Craft your disruptive hypothesis
Be wrong at the start, to be right at the end
• Discover your best disruptive opportunities
Explore the most unexpected corners of your environment
• Efficiently shape your disruptive solution
Avoid the resource-killer that is “novelty for novelty’s sake”
• Make your winning disruptive pitch
Underprepare the obvious, overprepare the unusual
• Get disruptive leadership right
Master the motivation and mindset
LUKE WILLIAMS is an international authority in disruptive thinking, and in the practice of innovation as a leadership capability. He holds a faculty appointment at New York University’s Leonard N. Stern School of Business, where he is Executive Director of Entrepreneurship and Founder of the W.R. Berkley Innovation Lab. As Clinical Associate Professor of Marketing at NYU, he teaches one of the most popular electives for business students in both New York and Shanghai.
Williams is the inventor of 30+ U.S. patents and has designed more than 100 products in industries ranging from transportation to finance, and healthcare to consumer electronics. He is a fellow at frog design, one of the world’s most influential product strategy and design firms. His instruction on innovation has been sought by many of the world’s largest corporations and most agile startups.
Williams has addressed the UN General Assembly on the future of entrepreneurship; facilitated innovation workshops for the World Economic Forum; lectured in 21 countries, and has been featured in media ranging from Bloomberg BusinessWeek and Fast Company to The Wall Street Journal.