Skip to main content Skip to main navigation
  1. Home
  2. Business & Economics
  3. FT Press
  4. FT Press
  5. Disrupt: Think the Unthinkable to Spark Transformation in Your Business

Disrupt: Think the Unthinkable to Spark Transformation in Your Business, 2nd edition

  • Luke Williams

Published by Pearson FT Press (September 28th 2015) - Copyright © 2016

2nd edition

Chosen format
View all
Disrupt: Think the Unthinkable to Spark Transformation in Your Business

ISBN-13: 9780133995909

Includes: Hardcover
Free delivery

What's included

  • Hardcover

    You'll get a bound printed text.


&>Master a complete five-step program for identifying and executing on disruptive business opportunities!  Now updated and even more effective, Luke Williams' Disrupt, Second Edition combines the design industry's most powerful "disruptive thinking" techniques with real business implementation discipline.

Drawing on his pioneering experience innovating at the legendary frog design (and teaching innovation at NYU), Williams shows exactly how to generate and execute on a steady stream of disruptive strategies. Using updated examples and a book-length case study, Williams shows how the more unexpected an idea, the smaller the number of competitors, and the more successful the company that brings it to market.

You'll walk through generating your disruptive hypothesis, defining your disruptive market opportunity, creating multiple disruptive ideas, shaping them into an actionable solution, and persuading key stakeholders to adopt or invest in your solution.


Disrupt, Second Edition is for all entrepreneurs, product and marketing managers, R and D specialists, strategists, and senior executives seeking to create disruptive products, services, and customer experiences. It offers you a systematic and proven way to redefine your company's future, stun your industry, and leave your competitors scrambling to catch up.

Table of contents

Preface     x
Introduction     1
Disruptive Thinking:
The Revolution is in Full Swing


Chapter 1     16
Crafting a Disruptive Hypothesis:
Be Wrong at the Start, to be Right at the End

Chapter 2     40
Discovering a Disruptive Opportunity:
Explore the Least Obvious

Chapter 3     78
Generating a Disruptive Idea:
Unexpected Ideas Have Fewer Competitors


Chapter 4     108
Shaping a Disruptive Solution:
Novelty for Novelty’s Sake is a Resource Killer

Chapter 5     142
Making a Disruptive Pitch:
Underprepare the Obvious, Overprepare the Unusual

Quick Reference Guide     172
Process Summary


Chapter 6     184
The Disruptive Leader’s Motivation
A Different Attitude

Chapter 7     200

The Disruptive Leader’s Mindset
A Different Awareness

Epilogue     227
An Instinct for Change:
Look Where No One Else is Looking

Endnotes     229
Acknowledgments     239
About the Author     242
Beyond the Book     243
Index     247


The first systematic, start-to-finish process for imagining disruptive innovations, and transforming them into powerfully successful products and services – now updated and even more effective!

For teachers

All the material you need to teach your courses.

Discover teaching material