Description
Book SynopsisBreak 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 onlywhen 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 t
Table of Contents
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
Conclusion 157
Disruption What Ifs 161
Exhibits 165
Acknowledgments 175
References 177
Bibliography 189
Index 191
