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The Ways to New

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Foreword
  6. Introduction: Why Marketing Should Drive Innovation
  7. Part One: Disruption and Innovation
    1. Chapter 1: Disruption and the Innovation Deficit
      1. The Innovation Deficit
      2. Disruption Methodology
    2. Chapter 2: Disrupt the Way You Innovate
      1. Innovate against, Innovate for, Innovate with
      2. Innovate in All Shapes and Forms
    3. Chapter 3: Disruption in Practice
      1. Disruption Days
      2. Disruption What Ifs
  8. Part Two: Disruptive Paths to Innovation
    1. Chapter 4: Open Disruption
      1. Xiaomi: Design as You Build
      2. Lego: Co-created by Fans
      3. Procter & Gamble: A Cultural Shift
    2. Chapter 5: Structural Disruption
      1. Nissan: A Commitment to Transversality
      2. DARPA: The Limited Time Frame Imperative
      3. Company Labs
      4. Salesforce: Innovation Catalyst
      5. Makers, Fab Labs, Lean Management
    3. Chapter 6: Asset-Based Disruption
      1. Amazon: The Power of Infrastructure
      2. Disney, DuPont, Apple: Historical Assets
      3. La Poste: Reinventing Oneself
    4. Chapter 7: Reverse Disruption
      1. Jugaad: More for Less
      2. Lafarge: Local Labs Empowered
      3. L'Oréal: New Centers of Gravity
    5. Chapter 8: Sustainability-Driven Disruption
      1. Toms: The One for One Concept
      2. Philips: Much More than Better Light
      3. McDonald's: Local Citizen
      4. Super U: Local Sourcing
    6. Chapter 9: Revival-Based Disruption
      1. Apple: No-Future Front Glass
      2. Roosegaarde: Smart Highways
      3. NeoLucida: Revisiting the Nineteenth Century
    7. Chapter 10: Data-Driven Disruption
      1. The Weather Company: The World's Most Data-Rich System
      2. Amazon: Related-Purchases System
      3. KBC: The Gap in the Market
    8. Chapter 11: Usage-Based Disruption
      1. Haier: From Anomaly to Innovation
      2. M-Pesa: A Bank in Your Phone
      3. Wibbitz: Texts into Videos
      4. Burberry: Walking into a Website
    9. Chapter 12: Price-Led Disruption
      1. Logan: Art of Unbundling
      2. Spotify: The Freemium Model
      3. ZipDial: Making Money Out of Free Products and Services
    10. Chapter 13: Added-Service Disruption
      1. Darty: 3.0 Customer Service
      2. Medissimo: Smart Pillboxes
      3. Allianz: The Penalty of Leadership
    11. Chapter 14: Partnership-Led Disruption
      1. Sixt and BMW
      2. Unexpected Alliances
      3. Quirky and General Electric
    12. Chapter 15: Brand-Led Disruption
      1. Tesco: Every Little Helps
      2. Marriott: Travel Brilliantly
      3. Zappos: Happiness Management
      4. Michelin: No Compromise
    13. Chapter 16: Insight-Driven Disruption
      1. L'Oréal: Beauty Rituals
      2. Big Bazaar: Chaos on Purpose
      3. Netflix: Knowing Customers Better than They Know Themselves
      4. SNCF: The Opinion Paradox
    14. Chapter 17: Business Model Disruption
      1. Apple: Leveraging Third-Party Assets
      2. Tesla: Stored Sunlight
      3. Alibaba: The Ultimate Ecosystem
      4. Airbnb: A World Without Strangers
    15. Chapter 18: Anticipation-Driven Disruption
      1. Mirai Nihon: The Future of Japan
      2. Inventing Tomorrow
  9. Part Three: Disruptive Brand Building
    1. Chapter 19: Disruption Strategy
      1. Imagining a Vision
      2. Hunting for Convention
      3. Creating Disruption
    2. Chapter 20: Disruption Live
      1. The Open Brief
      2. NURVE
      3. SNCF Live
  10. Conclusion
  11. Disruption What Ifs
  12. Exhibits
  13. Acknowledgments
  14. Bibliography
  15. Index
  16. End User License Agreement