“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
Help people save themselves, from themselves
By Luke Williams
People often struggle with the tension between wants, which are things they crave in the moment, and shoulds, which are the things they know are good for them in the long term.
In their column for Fast Company magazine, Dan and Chip Heath make the case that “People need help saving themselves from themselves, and that presents a business opportunity.”
They reference the work of Katherine Milkman, a professor at The Wharton School, University of Pennsylvania. Milkman has studied the way customers wrestle with wants and shoulds, and she suggests bundling the two.
For example, the Heath’s write, “exercising is a should, so what if your gym offered to receive your magazine subscriptions? That way, if you wanted to read the new Vanity Fair (a want), you’d have to drop by the gym. Or, what if Blockbuster offered you a free tub of popcorn (a want) for every documentary (a should) that you rented?”
Look for the tension that lies between wants and shoulds. Treat all customers as highly invested in moving from where they are to where they want to be.
Do they need help “saving themselves from themselves” to get there?
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.