Disrupt

Author Luke Williams wanted me to learn to think “disruptively.”   In the preface he writes, “I’d argue that, today, there’s actually too much differentiation going on.”  He is referring to the way companies create similar products and then try to make them stand out through small, incremental changes to the products over time.  He isn’t against differentiation of products as a business strategy, he simply acknowledges that small incremental changes and “tweaks” to existing products won’t propel a company forward in the next decade.  Businesses (actually the people who work in those businesses) must learn to think “disruptively.”  Disruptive thinking leads to the creation of new innovations that leave competing companies scrambling to keep up.  Disruptive thinking changes the landscape and challenges the status quo.  Williams goes on to say that without disruptive innovation, companies will “differentiate themselves right out of business.”


Mustafa Kucukaytekin