Description
John Wiley & Sons Inc Disruption by Jean-Marie Dru
Disruption? Its nothing new. Just look at any of the breakthrough business ideas of the last thirty yearsfrom Federal Express overnight delivery to Saturns fixed sticker priceand youll 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 notunless of course youre already familiar with the principles and practices spelled out in Disruption the groundbreaking new book by global advertising and marketing authority JeanMarie 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. Its about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product brand or service. Its 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 demonstrateswith the help of dozens of galvanizing examples from around the worldhow 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. Theres 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 Drus advertising theories in Disruption are nontraditional which is exactly what you need to regain the interest and trust of todays consumers. Scott Bedbury Senior Vice President Marketing Starbucks Coffee Company Disruption is all about risktaking 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 EditorinChief Psychology Today Spy Mother Earth News. I enjoyed reading JeanMarie Drus book and found myself nodding my head rather than nodding off. Its a timely and wellargued 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 surpriseadvertising 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