The Ways to New15 Paths to Disruptive Innovation
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.
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
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.
FEATURED BRANDS AND COMPANIES Airbnb Alibaba Allianz Amazon Apple Big Bazaar BMW Burberry DARPA Darty Disney Dupont General Electric Haier KBC Lafarge La Poste Lego L'Oréal Marriott McDonald's Medissimo Michelin M-Pesa NeoLucida Netflix Nissan Oculus Philips Procter & Gamble Quirky Roosegaarde Salesforce Sixt SNCF Spotify Système U Tesco Tesla The Weather Company Toms Wibbitz Xiaomi Zappos Zipdial
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. 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 pre–Digital 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.
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