Top Highlights

• Unfortunately, people are usually most comfortable with what’s most familiar—and the product, service, or business model that they’ve experienced most often is the one that seems intuitively right. They become trapped by their existing perceptions, unable to recognize things they haven’t seen before.
• I’ve watched too many clients spend huge amounts of money and resources trying to gain an edge on the competition by making incremental changes to their existing products and services. This pattern of behavior is particularly common in successful companies operating in mature industries. They embrace incremental change because it supports their cur...
• Here’s the bottom line: Companies that try to differentiate themselves by focusing on incremental innovation instead of game-changing, disruptive innovation will differentiate themselves right out of business.
• So, instead of “differentiate or die,” 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.”
• a way of thinking that surprises the market again and again with exciting, unexpected solutions. A way of thinking that produces an unconventional strategy that leaves competitors scrambling to catch up. A way of thinking that turns consumer expectations upside down and takes an industry into its next generation. It’s what I call disruptive thinkin...