THE WAYS TO NEW15 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 worldback 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.
The Ways to New focuses on a fundamental aspect of the method: How Disruption® can help marketing executives drive innovation.
Most companies, and in particular preDigital Era companies, suffer from slow innovation and, as a consequence, from slow growth.
This book shows how to steer organizations toward continuous innovation, creativity, growth, and success. But not just through disruptive products. Disruptive innovation should happen in your marketing, branding, pricing, business model, and more. 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.
The Ways to New will help businesspeople everywhere change the way they think about their markets, their customers, and their companies. It will encourage them to find the questions they have never thought to ask.
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
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.