The Ways to New: 15 Paths to Disruptive Innovation

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.

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.