Innovation, it seems, is everywhere these days. But the truth is that too many companies – especially those born before the digital era – are proving unable to innovate fast or often enough. They lag behind, approach new ideas too conservatively, and often focus innovation on products only, when there is a whole world out there waiting to be disrupted. While Apple, Google and Amazon serve as proof of high-speed innovation, the vast majority of companies are still floundering and failing to move forward.

Which is all the more reason why today’s businesses must find ways to generate more and bigger ideas than ever. New doors need to be boldly opened. Companies must ignite disruptive innovation across all disciplines, throughout all areas of the organization. Chief Innovation Officers and Chief Executive Officers, with the help of marketing, which has a critical role to play when it comes to driving innovation, must take a more disruptive approach to how they tackle innovation within their companies. In other words, companies must innovate the way they innovate.
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Jean-Marie Dru, the originator of TBWA’s trademarked Disruption® methodology, which he introduced and popularized in 1992, provides a road map to how companies can achieve disruptive innovation and lays out a systematic approach that encompasses 15 different paths leading to business transformation and growth. With illustrative examples such as Apple, Airbnb, Burberry, Nissan, L’Oreal, Salesforces and Xiaomi, Jean-Marie Dru shows how the world’s most innovative companies have used specific types of disruption to bring about groundbreaking change in the marketplace. View Less