Disrupt Think the Unthinkable to Spark Transformation in Your Business

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 9/28/2015
  • Publisher: Pearson FT Press

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&>Master a complete five-step program for identifying and executing on disruptive business opportunities!  Now updated and even more effective, Luke Williams' Disrupt, Second Edition combines the design industry's most powerful "disruptive thinking" techniques with real business implementation discipline.

Drawing on his pioneering experience innovating at the legendary frog design (and teaching innovation at NYU), Williams shows exactly how to generate and execute on a steady stream of disruptive strategies. Using updated examples and a book-length case study, Williams shows how the more unexpected an idea, the smaller the number of competitors, and the more successful the company that brings it to market.

You'll walk through generating your disruptive hypothesis, defining your disruptive market opportunity, creating multiple disruptive ideas, shaping them into an actionable solution, and persuading key stakeholders to adopt or invest in your solution.


Disrupt, Second Edition is for all entrepreneurs, product and marketing managers, R and D specialists, strategists, and senior executives seeking to create disruptive products, services, and customer experiences. It offers you a systematic and proven way to redefine your company's future, stun your industry, and leave your competitors scrambling to catch up.

Author Biography

LUKE WILLIAMS (New York, NY) is Professor of Innovation at NYU Stern School of Business, Executive Director of NYU's Berkley Entrepreneurship Center, and a Fellow at frog design, one of the world's most influential innovation companies. An internationally recognized authority on innovation leadership, Williams works with organizations all over the world on challenges ranging from creating new products and services, to transforming organizational processes and behaviors. His views are regularly featured in Bloomberg BusinessWeek, Fast Company, The Atlantic, and NPR (National Public Radio).

Table of Contents


Disruptive Thinking: The Revolution is in Full Swing

PART I: The Hypotheses, the Opportunity, and the Ideas

1. Crafting a Disruptive Hypothesis: Be Wrong at the Start, to be Right at the End

2. Discovering a Disruptive Opportunity: Explore the Least Obvious

3. Generating a Disruptive Idea: Unexpected Ideas Have Fewer Competitors

PART II: The Solution and the Pitch

4. Shaping a Disruptive Solution: Novelty for Novelty's Sake is a Resource Killer

5. Making a Disruptive Pitch: Under Prepare the Obvious, Over Prepare the Unusual

Epilogue. An Instinct for Change: Look Where No One Else is Looking

Quick Reference Guide

Process Summary



The first systematic, start-to-finish process for imagining disruptive innovations, and transforming them into powerfully successful products and services — now updated and even more effective!

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