Introduction 1Disruptive Thinking: The Revolution is in Full Swing PART I: The Hypotheses, the Opportunity, and the Ideas Chapter 1 16Crafting a Disruptive Hypothesis: Be Wrong at the Start, to be Right at the End Chapter 2 38Discovering a Disruptive Opportunity: Explore the Least Obvious Chapter 3 76Generating a Disruptive Idea: Unexpected Ideas Have Fewer Competitors PART II: The Solution and the Pitch Chapter 4 106Shaping a Disruptive Solution: Novelty for Novelty's Sake is a Resource Killer Chapter 5 142Making a Disruptive Pitch: Under Prepare the Obvious, Over Prepare the Unusual Epilogue 171An Instinct for Change: Look Where No One Else is Looking Quick Reference Guide 173Process Summary Endnotes 183Index 191
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 shows how to generate and execute those solutions--a disruptive approach for a disruptive age. Disrupt reflects Luke Williams' immense 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 many examples and book-length case study of Little Miss Matched, 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. He walks 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 offers readers a systematic way to redefine the future of a company, catch entire industries by surprise, and leave competitors scrambling to catch up.
Luke Williams is a leading consultant, educator, and speaker specializing in disruptive thinking and innovation strategy. For more than a decade, he has worked internationally with industry leaders like American Express, GE, Sony, Crocs, Virgin, Disney, and Hewlett-Packard, to develop new products, services, and brands. Williams is a Fellow at frog design, one of the world's most influential innovation companies. He is also Adjunct Professor of Innovation at NYU Stern School of Business. He has been invited to speak worldwide, and his views have been featured in BusinessWeek, Fast Company, and NPR (National Public Radio). He lives in New York.