Figure depicting three disruption symbols namely convention, disruption and vision. Convention is depicted by a square, disruption depicted by a triangle having five small vertical lines radiating from its top and finally a circle represents the vision.

Exhibit 1: The Disruption Symbols

Exhibit 2: What Makes A Good What If?

The quality of a What If question depends on two criteria, the second being the inverse complement of the first.

To the question: could the What If be imagined without knowing the case? The answer should be no, otherwise the question is not specific enough.

To the question: can you understand the What If, and its relevance, without knowing the case? The answer should be yes, otherwise, the question is not universal enough.

Simply stated, the case inspires the question, which does not need the case to be understood.

Figure representing a honeycomb structure describing the fifteen paths to innovation. Six hexagons are present in a cyclic manner with asset-based disruption, reverse disruption, anticipation-led disruption, brand-led disruption, partnership-led disruption and data-driven disruption mentioned on them. Sustainability-driven disruption is connected to reverse disruption whereas usage-based disruption is connected to open disruption which in turn is connected to asset-based disruption on its right and revival-based disruption on left. Price-led disruption connects with revival-based disruption and business model disruption connects with partnership-led and brand-led distribution. Anticipation-led disruption has insight-driven disruption to its side and added service disruption below it. Insight-driven disruption is further connected to structural disruption.

EXhibit 3: The Fifteen Paths to Innovation

Pictorial representation of TBWA Partners for the Mirai Nihon Project. Several companies have collaborated to provide the new technologies like Aerohouse designed by Solar Design Lab, organic photovoltanic film designed by Altima Corporation, home power storage systems provided by NEC Corporation and special ceramic coating by Nissan Sangyo corporation. TES New Energy Corporation designed the pan charger and the generator unit where as Nano mist Technologies Corporation designed the mist generator. An electric car by Nissan Motor Co. ltd. and online HEMS system by Nissan Systems Corporation. The CV water puri?cation system by New Medican Tech Corporation provides safe water for the house.

Exhibit 4: TBWA Partners for the Mirai Nihon Project

Two Photographs of the Mirai Nihon Off-Grid House. (1) The house is made up of wood with two cane chairs and a wooden table placed towards the left side. On the right side is kept a chair and table, a table lamp and some electronic equipments.. The house is overlooking a road with mountain covered trees. (2) Photograph describing the Front view of the house. The house is above ground supported with some bars. The doors are open and a man is sitting on the right cane chair.

Exhibit 5: The Mirai Nihon Off-Grid House

Exhibit 6: The Story of the Disruption Word

On May 12, 1992, we published a full-page advertorial in the Wall Street Journal to announce our new strategic approach.

Below the headline, which read simply Disruption, a text explained our methodology. Disruption was launched.

Disruption Before 1992

It all started in Paris, in the 1980s, when many ...

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