What Disruptive Thinking Is, and Why You Should Be Doing It

by Luke Williams

This Element is an excerpt from Think the Unthinkable to Spark Transformation in Your Business (9780137025145) by Luke Williams. Available in print and digital formats. Why incremental change is a recipe for disaster-and what your business must do instead. Successful companies often embrace incremental change because it supports their current business model. Big mistake. When a business makes only incremental changes, they're on a path that gets narrower and narrower. Eventually, they reach the end-and by then, their customers have forsaken them for a new offering that nobody saw coming.

10 pages, Kindle Edition

First published December 15, 2010

About the author

LUKE WILLIAMS is a leading business thinker, speaker and author having lectured in 21 countries & addressed the World Innovation Forum & the United Nations General Assembly. He is Professor of Innovation at NYU Stern School of Business and the founder of Idea Skills™.

Williams is the inventor of 30+ U.S. patents & has designed more than 100 products in industries ranging from transportation to finance, and healthcare to consumer electronics.

His views are regularly featured in media ranging from Bloomberg BusinessWeek & Fast Company to The Wall Street Journal & The Economist. He is the author of the international bestseller, Disrupt: Think the Unthinkable to Spark Transformation in Your Business.