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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 cataloguing 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 businesspeople
who understand the value of creativity.
Jean-Marie Dru is cofounder and Chairman
of the BDDP Group, a Paris-based global advertising agency
with offices in 27 countries and annual billings of $1.5
billion. BDDP is the parent company of Wells Rich Greene,
whose accounts include Ford, Oil of Olay, Chase Manhattan,
and Clairol. Prior to founding BDDP, Dru was Executive Creative
Director at Saatchi & Saatchi in Paris and CEO of Young
& Rubicam in Paris.
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