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Product Description
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.
From the Back Cover
“Remember the old Apple tagline, urging us all to ‘Think Different?’ In this book, Luke Williams shows us how to do precisely that. Disrupt helps you look at business--and the world around you--through a fresh lens, one that turns assumptions and convention upside down.”
Warren Berger, author of Glimmer: How Design Can Transform Your Business, Your Life, and Maybe Even the World
“Luke Williams has a powerful message for companies today: Don’t wait for a couple guys in a garage to come up with an idea that will upend your business.”
Linda Tischler, Senior Editor, Fast Company
“Disrupt is a simple yet incredibly powerful thought process which can help turn your business upside-down in seconds. Are you prepared to DISRUPT your business?”
Martin Lindstrom, best-selling author of Buyology
“If you need to drive disruptive innovation in your own organization--and you do--Luke Williams is the guide you’ve been looking for. Buy this book. Use it. Make a difference.”
David L. Rogers, author of The Network Is Your Customer: Five Strategies to Thrive in a Digital Age
“By artfully smashing ideas together--from Schumpeter to Tarantino, business to design--Luke Williams upends the ordinary, providing the reader with a motivational and pragmatic blueprint for innovative thinking.”
Jamyn Edis, Vice-President of Emerging Technology R&D at HBO
A Complete 5-Step Process for Identifying Disruptive Business Opportunities--and Successfully Executing Them
In a business world of nonstop 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, Luke Williams shows exactly how to generate those strategies and deliver those solutions.
This book reflects Williams’ immense experience creating breakthrough solutions at frog design, one of the world’s leading innovation firms. Williams shows how to combine fluid creativity with analytical rigor in a simple, complete, five-stage process for successfully disrupting any market.
You’ll learn why the most unexpected ideas draw the least competitors--and offer the greatest potential. Then, using many examples and a case study, you’ll walk through every step of transforming disruptive ideas from conception to breakthrough business strategy.
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
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Customer Reviews
It's rare that a book discusses a complex issue, one with such potential for consulting jargon and confusion, and produces a clear, concise and actionable set of advice. Rather than try to cloud the issue, Williams tackles it head on by giving you the tools and discussion how you think differently and turn that thought into action. In a way this approach is disruptive in itself and that is a good thing.
Highly recommended as a useful and valuable book that takes the idea of disruption and gives you a way to think through it and put it into practice. In less than 200 tightly written pages, Williams provides clear and compelling tools that you can use to help identify, classify, and find the opportunities for disruption in your products, services and organization.
Recommended for:
Business managers should read this book to understand how to ask new questions and seek the new answers to drive growth.
Product and Marketing managers should read this book in order to simplify the tools and techniques they use which have become cumbersome and reflective in order to support the burden of market information.
Innovators or those seeking to be more innovative should read this book to pick up a clear set of questions, tools and ideas. Many may seem similar to what they know, but consider them in this context.
Technology professionals should read this book and apply its advice to their own solutions as well as to IT itself which is undergoing massive disruption. These tools will help you chart a future course based on future opportunities rather than reinforcing past practice.
Strengths
The book provides a clear and concise focus on the tools and techniques for recognizing disruptive opportunities. This is a manual that I will carry around and refer to often as actionable things we can do.
The book has solid examples ranging from consumer products through to services and innovative solutions. Williams describes how leading companies found disruption including P&G, Apple, Disney and others. The examples are clean, clear and support the storyline in the book.
It's short and small. The book itself is more like a large pamphlet than and book. Which is a plus as it easily fits inside your briefcase, can be taken and read on the plane and can be carried around for us in other meetings. This form factor increases the books accessibility via increased portability.
Challenges
The book is written from a marketing and design perspective, which may make it a bit foreign to the traditional business reader. That is good, because the traditional business manager or reader needs to disrupt his or her own thinking and ideas.
This book is a perfect compliment to "Change by Design" Tim Brown's discussion of design theory and innovation as the CEO at IDEO. It is not a consequence and Williams and Brown work in the same industry, and these two books define much of what business leaders should know about design and disruption.
Overall, this book is one of the best I have read in 2011. It is one that I plan to recommend to executives as a quick and focused way to think differently about their products, services, operations and opportunities. Rather than being a dry treatise on the need for disruption, or a consultant ease discussion, Williams has created a gem - something that is clear, focused and tight around a topic that is the subject of much debate and discussion.
This book fills that missing gap quite well.
While I wouldn't consider Disrupt to be the "end-all" text on the subject (book was a little short at less than 200 pages, hence 4 out of 5 stars), it serves very well as a step-by-step tutorial on how NOT to think like other business owners, how to look where others aren't looking for opportunities in innovation...and finally the concepts that allow someone to create a "winner" or become a thought leader in their marketplace.
My favorite parts were Chapter 3 -- Generating a Disruptive Idea and the end of the book, where a "quick overview" of the entire process covered in the book is provided. You can skip to this end section and "get" what the book is all about, but I suggest reading this book cover to cover...I think you'll enjoy it.
My complaint with many innovation books, including my own, is that practitioners often offer advice or suggestions about how to innovate, but don't break it down into small enough steps or tasks to help the innovator. We practitioners are often too close to the forest to see the trees. Luke's book is exceptionally practical in that regard, examining each step in the process and providing some methods and tools to help the reader succeed. I like the fact that he even provides advice on how to present or sell your idea to others.
What I worry about is that a potential innovator will look at the steps and actions and think, yes, I can do some of these things, but not all of these things, and decide not to try. The consistent failure of disruptive innovation isn't the methods or tools, but the stamina and determination of the innovator. The one thing this book and most others miss is the advice to the disruptive innovator that describes how to "stick to it" when every other signal tells you to quit, and when everyone in your company tells you you are nuts. That, in a nutshell, is also the magic of Steve Jobs.
But that's a minor quibble with a book that's understated, well designed and the complete offering to help potential innovators identify, develop and sell disruptive ideas.
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