Переворот. Проверенная методика захвата рынка

by Luke Williams, Люк Уильямс

О чем эта книга
Люк Уильямс убежден в том, что в постоянно меняющемся мире бизнеса выиграть можно только одним способом: перевернуть все с ног на голову. Он подробно рассказывает о том, как рождаются прорывные стратегии и откуда берутся неожиданные решения. Вы узнаете, как соединить творческую гибкость и аналитическую жесткость, и за пять простых шагов сделать прорыв на любом рынке.

Для кого эта книга
Эта книга для тех, кто не боится перемен, кто готов не только отличаться от других, но и быть совершенно непохожим на других, единственным в своем деле.
Почему мы решили издать эту книгу
Мы считаем, что настало время в корне изменить подход к бизнесу. Вместо незначительных улучшений нужно использовать прорывные стратегии и неожиданные решения. Мы сами именно так и поступаем.

Фишка книги
Данная книга - это не очередное пособие по "мозговому штурму". Предлагаемая в ней модель прорывного мышления научит вас не просто выявлять прорывные изменения на рынке и реагировать на них - она научит их внедрять. Вы научитесь держать в голове то, что обычно выпускаете из виду, обращать внимание на неочевидные вещи. А главное - находить прорывные решения за несколько дней и недель, не растягивая это на месяцы и даже годы.

От автора
Думай так, как не думает никто, действуй так, как не действует никто.
Любой продукт, любая услуга, любой бизнес - маленький ли, большой ли - это творение.
Нужно найти способ объединить аналитическую жесткость, на которой в последнее десятилетие была основана бизнес-конкуренция, и интуитивную гибкость креатива. Именно это объединение приведет к прорывному мышлению.
Моя цель - дать вам навыки, которые вытеснят из вашей головы старые модели мышления. Что еще важнее, вы научитесь не только выдвигать идеи, но и тестировать их на бизнес-пригодность, чтобы впоследствии на их основе сформировать стратегию, которая будет иметь все шансы на рыночный успех.
Чтобы двинуться в новом направлении, нужно хорошенько встряхнуть существующий порядок.

Genres: Business, Design, Nonfiction, Leadership, Amazon, Management, Entrepreneurship

208 pages, Hardcover

First published December 1, 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.

Reviews

[Nick · Rating 4 out of 5]

A clever book written by the head of a clever design company that argues for overturning your industry by asking what the opposite is of every idea you take for granted. Like socks, for example. Why just pairs of socks, endlessly? Why not 3 in a pack, so you always have 2, and all three different (but coordinated) so that you don’t have to worry about mis-matched socks. A brilliant idea, and a company, Little MisMatched, that is an extraordinary success.

[Becky · Rating 4 out of 5]

Spent some time perusing and flipping through for ideas for a presentation. Will be a good reference in the future.

[Chris McDonnell · Rating 3 out of 5]

Most memorable quote
"[There is a] surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality."

Tweet review
The step-by-step recipe book for cooking up ways to upend mundane businesses in ways that are meaningful to the user

Full review
Don't let my three star review fool you; Disrupt is an important read. I chose to rate it with three starts because the book is just as much a formula as it is a text. The most important part of this book is their four step formula to disrupting mundane, overlooked, unseen, unchallenged business practices. I don't think an entire text was needed to convey this formula.

Now that I've got that clarification out of the way, let me count the ways I liked Disrupt. The book takes a lean stance on product design (and business more generally), which I find immensely valuable. It focuses on testing and reviewing iteratively, with prototypes that invite conversations, arguments, and collaborations.

I liked its research approach as well. It focuses on both seeing problems as customers see them, and also seeing problems as customers unknowingly see them. That's to say, they take a lean ethnographic approach to research to see how customers consciously see problems, and also to reveal customers' tension points (those problems that are so mundane and industry-wide that everyone overlooks them).

[Florence · Rating 5 out of 5]

Brilliant book on how to create innovative products & services, complete with step-by-step instructions. It's like your own manual on conducting a innovation workshop. Recommended for anyone who is looking for new ways to shake up their business.

[Richard Bravman · Rating 4 out of 5]

I'm a fan of "design thinking" (Apple's secret sauce). I also believe that ANY industry can be disrupted, and probably will. Better to be the disrupter than the disruptee. This book, by Frog Design's CEO, provides insight into how... Recommended, with enthusiasm.

[Diana-Michaela Shaffner · Rating 3 out of 5]

Even in our times where everything seems to be changing rapidly and constantly, there are still great opportunities for even bigger and better change. That change can be delivered not by improvement of what's already there but by total disruption. The author walks a reader through the stages of developing a disruptive idea and then executing on this idea. The individual steps seem a bit drawn out and overly lengthy. However, the main premise of the book which is to embrace the idea of being the disrupter rather than the disrupted is an important one. In the end somebody will disrupt your current industry and unless you are the disruptor, you will be one of the many frantically trying to catch up and rebalance.

[Serge Larose · Rating 3 out of 5]

The timing was right, since I was working on a project that would disrupt the world of travelling, however I felt there was a lot more potential in this book. If felt a little flat, the small things I retained from the author were, write everything down - all of your ideas and brainstorming, because once it's written you can see it and make better sense of it. There weren't many supporting examples to enhance his points.

[Nag Jayaraman · Rating 3 out of 5]

Gives good view in importance of disruptive ideas and a process for generating and passing through those ideas. For a book I expect lot more content than what got covered there. Some of the examples are outdated too.

[Antonio Vernacchio · Rating 3 out of 5]

Starts off slow and very basic. Finishes with good advice on a 9 minute pitch for your disruptive idea. Will use the 9 minute pitch in the future to disrupt the way we think about how we do work.

[Fatima Wiamer · Rating 2 out of 5]

good if you are trying to start a company that sells a product. not good if it's a service business..

[Alvaro · Rating 4 out of 5]

Enjoyable recipe for a different innovation method. It’s going to be a great reference for an attractive presentation structure.

[Terri · Rating 5 out of 5]

"So, how do you go about making disruptive thinking part of your skill set? Well, it's not about hiring the right people or spending more money on training or traditional approaches to innovation. The good new is that schools around the world are already teaching disruptive thinking to their students. The bad news is that , instead of being taught in MBA programs, this new thinking style is taught in design schools."

Those are the people currently being taught to think "disruptively." This book is about that- providing a framework to find and implement new ideas for the right reasons. And then how do you make that happen? Companies are generally most comfortable with the status quo, disruptive leaders are able to see what a company is capable of becoming with new ideas and changes.

It's fairly easy to think of small changes- a new color for a logo, switching up the work hours but disruptive hypothesis are ones that go well beyond the sort of obvious changes. For example, "what would happen if we didn't charge late fees for movie returns?" Netflix.

Luke Williams and his think tank ideas are here for the mere cost of a book.

[Ninakix · Rating 4 out of 5]

I skimmed through this book and have to say it's the only book that I've seen that actually captures a design process well for the layman reader. Too many design books are aimed at other designers, or at describing the design process for nondesigners (but not in enough detail that these people could actually perform a design process). That really helps with the mystique designers seem to have created for themselves, but isn't helpful in leu of the lack of design talent in certain industries. With that in mind, I'd recommend this as a companion to nondesigners who are forced to do their own design, though nothing is better than having an experienced, thoughtful designer.

[Matthew Hodge · Rating 3 out of 5]

I really like the concept here - about having a disruptive idea that you can break into the market with. So not just a better version of what you already do but a totally new idea to cut through.

However, because Luke Williams is writing from the perspective of a designer rather than a marketer, I sometimes found some of his examples and ideas to be less feasible than others. (Perhaps in my industry.)

Still, great framework for thinking about disruptive ideas and worth reading for a great chapter on how to present a 9 minute presentation on a new idea to senior management.

Well, worth a look, especially if you are in a work area where you have wild ideas and want to see them implemented.

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro Ideas disruptivas, de Luke Williams.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: innovación, técnicas de creatividad, innovación, desarrollo y cambio.
En el siguiente enlace tienes el resumen del libro Ideas disruptivas, Cómo pensar lo impensable y sorprender al mercado con productos poco convencionales: Ideas disruptivas

[Jose Papo · Rating 5 out of 5]

Very good book to help you have good disruptive ideas. Gives a structured process to think big and different. I also liked it because it´s not isolated from the customers. One of the steps in the process is to observe and use ethnographic tools to understand the customer hidden needs and see if your disruptive ideass could really make sense. Overall a nice and small book about disruptive thinking and how to apply it in your business.

[Eugene Leventhal · Rating 5 out of 5]

i thought this was a very good read. i had the pleasure of sitting through a lecture that Luke Williams gave, and if you read the book with his jovial personality and aussie accent in mind, it makes even more of a great read. the methodology he describes is and important one for anyone interested in creating new ideas/businesses. short, quick read that offers an overview at the end that can serve as a great guide once you've read the book. highly recommend it

[Alan Kercinik · Rating 4 out of 5]

Must read for anyone in the idea business. Some interesting thoughts and strategies to turning your ideas upside down. I hate creativity just for creativity's sake. (Like when George Lucas uses CGI for no other reason than to show off he can.) This book is about finding good, viable solutions to vexing problems. Great examples throughout.

[Prateek Vasisht · Rating 4 out of 5]

Craft your disruptive hypothesis Be wrong at the start, to be right at the end Discover your best disruptive opportunities Explore the most unexpected corners of your environment Efficiently shape your disruptive solution Avoid the resource-killer that is "novelty for novelty's sake" Make your winning disruptive pitch Under prepare the obvious, over prepare the unusual

[Dave Gerhart · Rating 4 out of 5]

I enjoyed this book a lot. If you are looking to grow and disrupt the norm, I would recommend this book. I read it through without having an idea of what I was going to develop. I will have to read it again when I want to disrupt and tackle a new project.

[Lihsian · Rating 4 out of 5]

http://thestar.com.my/lifestyle/story...

[Anetq · Rating 2 out of 5]

Manual for developing, prototyping, testing, presenting and selling your disruptive idea... Took me ages to get through this (only stubbornness got me through).

[Jeffrey Plummer · Rating 2 out of 5]

Meh...

[Travisimo Baldwin · Rating 4 out of 5]

Covers inspirational case studies and good principals for stimulating disruption with clients.

[Camilo · Rating 4 out of 5]

Inspiring Book! Lots of ideas, and definitely one I want to keep around

[Don Keeting · Rating 5 out of 5]

It is a manual for learning how to think creatively.

[Anastasia · Rating 4 out of 5]

Such an inspirational speaker and a very detailed how to book on how to think disruptively and how to create new industries.

[Ishé Reyes · Rating 5 out of 5]

Great case studies and very easy to start nailing the new way to think our modern lives require. Interesting.

[Kelly]

A quick read, and an interesting one. Mostly I enjoyed it for the examples of start-ups -- how each of them 'disrupted' the market in innovative ways.

[Miguel Bulgàr · Rating 4 out of 5]

- to be continued-