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

“Imagination is more important than knowledge.”

—Albert Einstein1

The Walt Disney Entertainment Company, one of the world’s foremost storytellers, came to frog design a few years ago with a challenge. The company wanted to bring serious consumer electronics to their target demographic: kids. This was a disruptive hypothesis, because at the time, there weren’t any consumer electronics for kids. Conventional industry wisdom always dredged up “My First Sony,” which was an unsuccessful attempt by Sony to break into this market ten years earlier with a product that was too expensive, lacked breadth, and looked too much like a toy. “We tried that ten years ago, and it ...

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