“Don't let the title fool you. This book is stuffed with practical, useful ideas that will change the way you create and sell useful, practical ideas.”
– Seth Godin, author of Linchpin
Don’t Call it Brainstorming
By Luke Williams
You’ve been there.
Locked in a room with a dozen other people, saying anything that comes to mind, in response to a loosely defined focus, with the hope that something might just prove useful.
You’ve felt it.
There’s 100 ideas on the wall, and you should be excited. But instead, you're "paralyzed by possibility."
In my experience, this is the direct result of relying on traditional brainstorming approaches, which, by the way, have been around since the 1930s, when ad-man Alex Faickney Osborn first popularized them in his book, Applied Imagination.
Osborn proposed that groups could double their creative output with brainstorming, but he placed little emphasis on how to focus creative thinking and refine the quality of the output.
On its face, doubling your creative output sounds reasonable. But, the problem is that traditional brainstorming has ignored the huge difference between generating lots of ideas and capturing quality ideas. As a result, brainstorming sessions often leave organizations and teams feeling overwhelmed and directionless.
Simply put, if your ideas are going to have any disruptive impact, you need to move beyond a shotgun approach to brainstorming and start pursuing creative effort with a laser-sharp focus.
In a business world of nonstop change, there's only one way to win the game: transform it entirely. This requires a revolution in thinking—a steady stream of disruptive strategies and unexpected solutions. In Disrupt, Luke Williams shows exactly how to generate those strategies and deliver those solutions.
Williams shows how to combine fluid creativity with analytical rigor in a simple, complete, five-stage process for successfully disrupting any market. Using many examples and a case study, you'll walk through every step of transforming disruptive ideas from conception to breakthrough business strategy.
“Disrupt is a simple yet incredibly powerful thought process which can help turn your business upside-down in seconds. Are you prepared to DISRUPT your business?” – Martin Lindstrom, best-selling author of Buyology
“If you need to drive disruptive innovation in your own organization—and you do—Luke Williams is the guide you've been looking for. Buy this book. Use it. Make a difference.” —David L. Rogers, author of The Network Is Your Customer: Five Strategies to Thrive in a Digital Age
“Luke Williams has a powerful message for companies today: Don’t wait for a couple guys in a garage to come up with an idea that will upend your business.” —Linda Tischler, Senior Editor, Fast Company
“By artfully smashing ideas together—from Schumpeter to Tarantino, business to design—Luke Williams upends the ordinary, providing the reader with a motivational and pragmatic blueprint for innovative thinking.” —Jamyn Edis, Vice-President of Emerging Technology R&D at HBO
“Remember the old Apple tagline, urging us all to ‘Think Different?’ In this book, Luke Williams shows us how to do precisely that. Disrupt helps you look at business—and the world around you—through a fresh lens, one that turns assumptions and convention upside down.” —Warren Berger, author of Glimmer: How Design Can Transform Your Business, Your Life, And Maybe Even the World
About The Author
Luke Williams is a leading speaker, educator, and consultant on innovation strategy. He has worked internationally with industry leaders like American Express, GE, Sony, Crocs, Virgin, Disney, and Hewlett-Packard, to develop new products, services, and brands. Williams is a Fellow at frog, one of the world's most influential innovation companies, and Adjunct Professor of Innovation at NYU Stern School of Business.