This is where disruptive ideas come from

They did a six-year research, surveying 3,000 executives.

They came up with The Innovator’s DNA – Mastering the Five Skills of Disruptive Innovators, a book showcasing the origins of  disruptive innovation.

The Three experts:

  1. Clay Christensen, a founder of Innosight LLC, who has recently focused his innovation lens on two of our most vexing social issues, education and health care. An advisor to numerous countries and companies, including the government of Singapore, he is currently a board member at India’s Tata Consultancy Services (NYSE: TCS), Franklin Covey (NYSE: FC), W.R. Hambrecht, and Vanu.
  2. Jeff Dyer
  3. Hal Gregersen,  a professor of leadership at INSEAD, whose MBA program is ranked #1 by Forbes in the category of Top Non-US One Year Business Schools.

According to this research, innovators associate previously unconnected things to come up with products or ideas. They do this in four following ways:

  1. Questioning. “Question the Unquestionable,” Ratan Tata – Tata Group. “How can we be money to other people?” Peter Thiel and Max Levchin of Paypal.
  2. Observing. “Observation is the biggest game changer” – Scott Cook – founder of Intuit.
  3. NetworkingHal Gregersen on networking in the creativity domain:

 It’s intentional to find the worst people, who are just the opposites of who we are that we talk to to get ideas that challenge our own.

Like they did at Google and P&G, when they picked up a group of marketing and HR employees and planted them in each other’s company in order for these employees to recognize that they need to know more about the “other side”.

4. Experimenting. Jim Estill’s (CEO of Synnex Canada) Fail Often, Fail Fast, Fail Cheap mantra. In trun, there are three ways of doing that: dismantle and rebuild, test, explore.

Encourage innovation by:

  • encourage questions
  • create time to observe (marketers at P&G spend 12 and a half hours on average a month just watching consumers)
  • sponsor networking opportunities
  • run experiments


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