The Ways to New: 15 Paths to Disruptive Innovation - Hardcover

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About the Author

JEAN-MARIE DRU is Chairman of the TBWA Agency Network, a top 10 ranked global advertising network, and the inventor of TBWA’s landmark 1992 DISRUPTION^® method for developing business-changing ideas.

He has authored four books on advertising and marketing including Disruption and Beyond Disruption, both published by Wiley.

Jean-Marie Dru is also Chairman of the French Academy of Medicine Foundation and Chairman of Unicef France.

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Disruption was not invented in Silicon Valley. In fact, advertising thought leader Jean-Marie Dru introduced the word “disruption” into the business world―back in 1992. Since then his global marketing company, TBWA, has used the Disruption^® methodology to help companies generate innovative ideas at all levels: Advertising, Marketing, Business Models, and New Product Development.

The Ways to New focuses on a fundamental aspect of the method: How Disruption^® can help marketing executives drive innovation.

Most companies, and in particular pre–Digital Era companies, suffer from slow innovation and, as a consequence, from slow growth.

This book shows how to steer organizations toward continuous innovation, creativity, growth, and success. But not just through disruptive products. Disruptive innovation should happen in your marketing, branding, pricing, business model, and more. The Ways to New explains 15 proven paths to disruption that have driven growth in companies around the world. It is illustrated with case studies from companies such as L’Oréal, Salesforce, Xiaomi, Alibaba, Haier, Airbnb, and Burberry, which are illustrations of the glaring differences between disruptive innovation and stagnation.

The Ways to New will help businesspeople everywhere change the way they think about their markets, their customers, and their companies. It will encourage them to find the questions they have never thought to ask.

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FEATURED BRANDS AND COMPANIES

Airbnb
Alibaba
Allianz
Amazon
Apple
Big Bazaar
BMW
Burberry
DARPA
Darty
Disney
Dupont
General Electric
Haier
KBC
Lafarge
La Poste
Lego
L'Oréal
Marriott
McDonald's
Medissimo
Michelin
M-Pesa
NeoLucida
Netflix
Nissan
Oculus
Philips
Procter & Gamble
Quirky
Roosegaarde
Salesforce
Sixt
SNCF
Spotify
Système U
Tesco
Tesla
The Weather Company
Toms
Wibbitz
Xiaomi
Zappos
Zipdial