Chapter 4: Shaping a Disruptive Solution: Novelty for Novelty’s Sake Is a Resource Killer


It’s not enough just to come up with something disruptive; it has to be disruptive in ways that are valued by users.

“Your company’s chance of creating new wealth is directly proportional to the number of ideas it fosters and the number of experiments it starts. So ask yourself, ‘How diverse is your company’s portfolio of unconventional strategy options?’”

—Gary Hamel1

One of frog design’s clients, a major beauty-products manufacturer, came to us looking for a way to extend one of its most successful products, a microderm abrasion skin rejuvenation kit, ...

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