The Ways to New: 15 Paths to Disruptive Innovation
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.
Foreword Troy Ruhanen ix
Introduction Why Marketing Should Drive Innovation xi
PART ONE DISRUPTION AND INNOVATION 1
Chapter 1 Disruption and the Innovation Deficit 3
Chapter 2 Disrupt the Way You Innovate 7
Chapter 3 Disruption in Practice 13
PART TWO DISRUPTIVE PATHS TO INNOVATION 19
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
PART THREE DISRUPTIVE BRAND BUILDING 139
Chapter 19 Disruption Strategy 141
Chapter 20 Disruption Live 149
Disruption What Ifs 161
About the Author
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.