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The Ways to New: 15 Paths to Disruptive Innovation

ISBN: 978-1-119-16797-6
208 pages
December 2015
The Ways to New: 15 Paths to Disruptive Innovation (1119167973) cover image


Break free and lead the market with the roadmap to Disruption

The Ways to New gives you a blueprint for innovation, helping you dig your organization out of the quicksand and get on the fast track to growth. Author Jean-Marie Dru is the originator the Disruption methodology, which he shares here; he is also an international authority on breaking the mold and leading the market, and this book is his guide to making it happen. Too many companies are too slow with innovation. They lag behind, creating at a snail's pace, and thus miss out on any kind of organic growth. They approach new ideas too conservatively, and focus innovation on products only—when there is a whole world out there waiting to be disrupted. This book shows you how to steer your organization toward continued innovation, creation, growth, and success, with 15 proven paths to disruption. Each is illustrated with case studies from companies like L'oreal, Procter & Gamble, and Salesforce.com, to show you the glaring differences between disruption and stagnation.

We like to think that we live in a world where innovation happens at a staggering pace. The reality is that we don't, but that leaves an opening that your organization can fill if you're willing to break from the herd. This book shows you how start turning in a new direction, toward sustained, forward-thinking growth.

  • Foster organic growth within your organization
  • Become more proactive about innovation
  • Understand the famous "Disruption" methodology
  • Learn the specific, proven paths to disruption

Everyone loves to cite Apple, Google, and Amazon as proof of high-speed innovation. But companies like this represent only 20% of companies worldwide—the other 80% are still floundering and failing to move forward. The Ways to New gives you a roadmap to innovation, and the tools to make it work.

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Table of Contents

Foreword Troy Ruhanen ix

Introduction Why Marketing Should Drive Innovation xi


Chapter 1 Disruption and the Innovation Deficit 3

Chapter 2 Disrupt the Way You Innovate 7

Chapter 3 Disruption in Practice 13


Chapter 4 Open Disruption 21

Chapter 5 Structural Disruption 29

Chapter 6 Asset-Based Disruption 41

Chapter 7 Reverse Disruption 47

Chapter 8 Sustainability-Driven Disruption 53

Chapter 9 Revival-Based Disruption 63

Chapter 10 Data-Driven Disruption 69

Chapter 11 Usage-Based Disruption 77

Chapter 12 Price-Led Disruption 83

Chapter 13 Added-Service Disruption 89

Chapter 14 Partnership-Led Disruption 97

Chapter 15 Brand-Led Disruption 103

Chapter 16 Insight-Driven Disruption 111

Chapter 17 Business Model Disruption 121

Chapter 18 Anticipation-Driven Disruption 131


Chapter 19 Disruption Strategy 141

Chapter 20 Disruption Live 149

Conclusion 157

Disruption What Ifs 161

Exhibits 165

Acknowledgments 175

References 177

Bibliography 189

Index 191

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Author Information

JEAN-MARIE DRU is Chairman of the TBWA Agency Network, a top 10 ranked global advertising network, and the inventor of TBWA's landmark 1992 DISRUPTION method for developing business-changing ideas.
He has authored four books on advertising and marketing including Disruption and Beyond Disruption, both published by Wiley.
Jean-Marie Dru is also Chairman of the French Academy of Medicine Foundation and Chairman of Unicef France.

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Press Release

December 07, 2015
The Ways to New: 15 Paths to Disruptive Innovation

Disruption was not invented in Silicon Valley. In fact, advertising thought leader Jean-Marie Dru introduced the word "disruption" into the business world—back in 1992. Since then his global marketing company, TBWA, has used the Disruption® methodology to help companies generate innovative ideas at all levels: Advertising, Marketing, Business Models, and New Product Development. Now, his new book The Ways to New: 15 Paths to Disruptive Innovation focuses on the fundamental aspect of the method: How Disruption® can help marketing executives drive innovation.

Most companies, and in particular pre–Digital Era companies, suffer from slow innovation and, as a consequence, from slow growth.  This book steers organizations toward continuous innovation, creativity, growth, and success - but not just through disruptive products. Disruptive innovation should happen in an organization’s marketing, branding, pricing, business model, and more.

“The term disruption has become hackneyed. Twenty years ago, it was the term we founded to define a methodology. Then the business world appropriated it and gradually changed its meaning,” explains Dru. “I prefer our original sense. Disruption is not just a way of defining how start-ups clear the decks in any given section. Disruption concerns all types of business. To us, disruption is a specific, three-step method: Convention, Vision and Disruption.”

The Ways to New explains 15 proven paths to disruption that have driven growth in companies around the world. It is illustrated with case studies from companies such as L'Oréal, Salesforce, Xiaomi, Alibaba, Haier, Airbnb, and Burberry, which are illustrations of the glaring differences between disruptive innovation and stagnation.

Dru adds. “We like to believe that we are living in a world in which innovation is happening at an unprecedented pace. This is enhanced by the success of high-tech companies like Apple, by the expansion of Internet-based companies such as Facebook, Google and Amazon, and by the burst of tech start-ups. But these represent only 20% of businesses. The remaining 80% are lagging behind, with a slower pace, and slow innovation. This explains why many companies are not fostering enough organic growth. One of the reasons is the way — often too conservative and repetitive —many companies approach innovation. They are too cautious about how they innovate, and they focus only on product innovation.”

The Ways to New gives readers a blueprint for innovation, helping them dig their organization out of the quicksand and get on the fast track to growth. This book shares how to start turning in a new direction, toward sustained, forward-thinking growth with insight such as how to:

  • Foster organic growth within an organization
  • Become more proactive about innovation
  • Understand the famous "Disruption" methodology
  • Learn the specific, proven paths to disruption
  • Help businesspeople everywhere change the way they think about their markets, their customers, and their companies.
  • Encourage businesses to find the questions they have never thought to ask.

Most businesses analysts see disruption as a term to explain or describe what is happening now in some industries or companies. Their approach is analytical. Disruption is not a theory; it is a method. It is not static; it is dynamic. A theory defines and interprets what it is. A method helps imagine what will be. It does not describe. It projects.”

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