“The old mantra, ‘differentiate or die,’ is no longer relevant,” Luke Williams (a BRITE ’11 speaker) claims in his recently published Disrupt: Think the Unthinkable to Spark Transformation in Your Business. “The real mantra should be ‘differentiate all you want, but figure out a way to be the only one who does what you do, or die.’” Disrupt reflects Luke’s immense experience creating breakthrough solutions while working at frog design, one of the world’s leading innovation firms. Luke has more than a decade of international strategy and design experience working with industry leaders like American Express, GE, Sony, Crocs, Virgin and Disney to develop new products, services and brands.
Disruptive thinking is “a way of thinking that turns consumer expectations upside down and takes an industry into its next generation.” In his work with clients and as an Adjunct Professor of Innovation at NYU Stern School of Business, Luke provides a disruptive thinking framework that helps solve problems and create opportunities.
Reminiscent of our own Faculty Director Bernd Schmitt’s process of “killing sacred cows,” Luke details in an article for Mashable how to create disruptive hypothesis that smash your industry’s clichés to uncover innovative products and marketing strategies. In one example, he highlights Red Bull’s inversion of two standards in the soda category: that “soda is inexpensive” and that “soda tastes good.” Instead, “[Red Bull] placed absolutely no importance on taste, the product is double the price of Coca-Cola, and it dispensed with marketing aspirational images. The message was that Red Bull may not necessarily make you feel happy, but it’ll definitely give you a shot of energy when you need it.”
Hear Luke Williams speak at our BRITE ’11 conference (March 2-3, 2011). Register now!
BY MATTHEW QUINT