Disruption was not invented in Silicon Valley. In fact, advertising thought leader Jean-Marie Dru introduced the word “disruption” into the business world—back in 1992. Since then his global marketing company, TBWA, has used the Disruption^® methodology to help companies generate innovative ideas at all levels: Advertising, Marketing, Business Models, and New Product Development.

The Ways to New focuses on a fundamental aspect of the method: How Disruption^® can help marketing executives drive innovation.

Most companies, and in particular pre–Digital Era companies, suffer from slow innovation and, as a consequence, from slow growth.

This book shows how to steer organizations toward continuous innovation, creativity, growth, and success. But not just through disruptive products. Disruptive innovation should happen in your marketing, branding, pricing, business model, and more. The Ways to New explains 15 proven paths to disruption that have driven growth in companies around the world. It is illustrated with case studies from companies such as L’Oréal, Salesforce, Xiaomi, Alibaba, Haier, Airbnb, and Burberry, which are illustrations of the glaring differences between disruptive innovation and stagnation.

The Ways to New will help businesspeople everywhere change the way they think about their markets, their customers, and their companies. It will encourage them to find the questions they have never thought to ask.