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Disruption: Overturning Conventions and Shaking Up the Marketplace
Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action.
Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not-unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru.
To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it.
In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives. Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates-with the help of dozens of galvanizing examples from around the world-how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department.
Disruption is must reading for all advertising and marketing professionals, as well as business people who understand the value of creativity.
Praise for Disruption
"Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking." -Aldo Papone Senior Advisor, American Express Company
"Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers." -Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company
"Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there." -Richard Branson Founder and Chairman of Virgin Group of Companies.
"I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling . . . making this an unusually easy read." -Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News.
"I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different." -David Abbott Chairman, Abbott Mead Vickers BBDO Ltd.
"Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise-advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them -in print, TV, or the Internet." -Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School.
"Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV." -Bill Roedy CEO, MTV International
Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not-unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru.
To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it.
In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives. Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates-with the help of dozens of galvanizing examples from around the world-how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department.
Disruption is must reading for all advertising and marketing professionals, as well as business people who understand the value of creativity.
Praise for Disruption
"Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking." -Aldo Papone Senior Advisor, American Express Company
"Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers." -Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company
"Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there." -Richard Branson Founder and Chairman of Virgin Group of Companies.
"I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling . . . making this an unusually easy read." -Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News.
"I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different." -David Abbott Chairman, Abbott Mead Vickers BBDO Ltd.
"Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise-advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them -in print, TV, or the Internet." -Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School.
"Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV." -Bill Roedy CEO, MTV International
- GenresBusiness
256 pages, Hardcover
First published October 7, 1996
20 people are currently reading
241 people want to read
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Displaying 1 - 6 of 6 reviews
May 28, 2023
Disruption: Overturning Conventions and Shaking Up the Marketplace by Jean-Marie Dru
*sách tóm tắt.
tên tiếng Việt: Phá vỡ giới hạn để kiến tạo lại trật tự.
Nội dung 1: Nếu ta đứng yên, ta sẽ thất bại
- Tiến hóa. Thay đổi những điều cần phải thay đổi.
- Phá vỡ những giới hạn do ta tự đặt ra (life = how far you go)
Nội dung 2: Sản phẩm
- Tò mò. (học vẽ = dạo quanh các viện bảo tàng)
- Quảng cáo thương mại = giải trí. Sáng tạo nghệ thuật. Kiệt tác 30s.
- Phát triển phạm vi diễn đạt. Chỉ nói thôi chưa đủ.
Xuất hiện quảng cáo minh họa -> phim giải thích lợi ích sản phẩm -> khẩu hiệu chào bán
- Quảng cáo ngày càng thông minh và nhạy cảm
- Ko bó buộc mình: Cn chiết trung
- Internet: Cho phép ta thử nghiệm nhiều hơn, ít tốn kém hơn.
- Quyền lực đổi thay: ng tiêu dùng là ng quyết định
- Qc ko chỉ trên truyền hình mà còn xuất hiện trên mạng xh...
Nội dung 3: Các phương tiện truyền thông
- Cảm giác mọi thứ đang tăng tốc, phá bỏ ranh giới.
- Quảng cáo - video clip nghệ thuật: k còn là khoảng cách.
- K còn đánh giá thương hiệu qua sp/ dịch vụ, mà còn qua cách thương hiệu hành xử.
Chương tr thương hiệu: hành động, cam kết vào việc phát triển vì xã hội, công ích...
- đại lý: giao điểm của nghệ thuật và kinh doanh
- văn hóa DN: độc nhất, chủ chốt, sự hài lòng của nv và KH
- giá trị cty: Quan trọng, xem xét nghiêm túc, minh bạch
DN mà chỉ biết kiếm tiền là DN tồi. Cần tập trung vào kĩ năng và tài năng của nhân viên để phát triển bền vững.
07.05.2023
N
đọc thêm review/ tóm tắt sách của mình tại: https://nhungghicheplinhtinhcuangoc.w...
*sách tóm tắt.
tên tiếng Việt: Phá vỡ giới hạn để kiến tạo lại trật tự.
Nội dung 1: Nếu ta đứng yên, ta sẽ thất bại
- Tiến hóa. Thay đổi những điều cần phải thay đổi.
- Phá vỡ những giới hạn do ta tự đặt ra (life = how far you go)
Nội dung 2: Sản phẩm
- Tò mò. (học vẽ = dạo quanh các viện bảo tàng)
- Quảng cáo thương mại = giải trí. Sáng tạo nghệ thuật. Kiệt tác 30s.
- Phát triển phạm vi diễn đạt. Chỉ nói thôi chưa đủ.
Xuất hiện quảng cáo minh họa -> phim giải thích lợi ích sản phẩm -> khẩu hiệu chào bán
- Quảng cáo ngày càng thông minh và nhạy cảm
- Ko bó buộc mình: Cn chiết trung
- Internet: Cho phép ta thử nghiệm nhiều hơn, ít tốn kém hơn.
- Quyền lực đổi thay: ng tiêu dùng là ng quyết định
- Qc ko chỉ trên truyền hình mà còn xuất hiện trên mạng xh...
Nội dung 3: Các phương tiện truyền thông
- Cảm giác mọi thứ đang tăng tốc, phá bỏ ranh giới.
- Quảng cáo - video clip nghệ thuật: k còn là khoảng cách.
- K còn đánh giá thương hiệu qua sp/ dịch vụ, mà còn qua cách thương hiệu hành xử.
Chương tr thương hiệu: hành động, cam kết vào việc phát triển vì xã hội, công ích...
- đại lý: giao điểm của nghệ thuật và kinh doanh
- văn hóa DN: độc nhất, chủ chốt, sự hài lòng của nv và KH
- giá trị cty: Quan trọng, xem xét nghiêm túc, minh bạch
DN mà chỉ biết kiếm tiền là DN tồi. Cần tập trung vào kĩ năng và tài năng của nhân viên để phát triển bền vững.
07.05.2023
N
đọc thêm review/ tóm tắt sách của mình tại: https://nhungghicheplinhtinhcuangoc.w...
May 23, 2021
Boring marketing book that blathers endlessly about disruption and change.
March 4, 2022
Cerca de la obviedad a pocos pasos de la estupidez.
November 14, 2022
my professor advised me to read it. I enjoyed it. & even-though it was published in the mid-90s, it couldn't be more relevant today.
November 9, 2025
палець втомився виділяти текст
Displaying 1 - 6 of 6 reviews