Dru - The ways to new : 15 paths to disruptive innovation

Cover design: Jean-Marie Dru

Copyright 2015 by TBWA Worldwide. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data:

Dru, Jean-Marie, author.

The ways to new : 15 paths to disruptive innovation / Jean-Marie Dru.

pages cm

Includes bibliographical references and index.

ISBN 978-1-119-16797-6 (cloth); ISBN 978-1-119-21183-9 (ePDF);

ISBN 978-1-119-21182-2 (ePub)

1. Creative ability in business. 2. Technological innovations. 3. New products. 4. Organizational change. 5. Strategic planning. I. Title.

HD53.D78 2016

658.4'063dc23

2015029533

To Marie-Virginie

DISRUPTION is a trademark owned by TBWA since 1992.

It is registered in 36 countries including the European Union, United States of America, Russia, India, Japan for services that encompass not only advertising, marketing, digital, and communication activities but also business consulting services, books, education, and training to quote just a few of the activities covered.

If there is one phrase that I cannot stand today, it is flat is the new up. Imagine setting yourself the target of drawing every game in a season. What a depressing mind-set.

Luckily, I have had the good fortune to surround myself with people who are dreamers, creators, and innovators. One man stands at the top of that field, Jean-Marie Dru, the original thinking man, who gave the business world the theory and practice of Disruption.

Today and in the future some may find growth difficult. For extraordinary results one cannot take incremental steps. As Jean-Marie explains, we must innovate in the way we innovate. In his new book titled The Ways to New, Jean-Marie has identified and detailed a series of paths that can lead companies to make a difference through innovation.

We are living in a world highly dependent on innovation. When President Xi Jinping was asked about what would be critical for the long-term future of China, he answered: Innovation, innovation, innovation. In this context where innovation is increasingly decisive in the competition between companies, industries, and countries, it is key to use all available means in order to increase your success ratio.

True to the spirit of Disruption that has been at the heart of our company for 25 years, you won't find a formula within this book that is the cure-all for discovering and creating innovation. There is no miracle process. Disruption works through repetition, optimization, and approaching a problem with as much stimulus and inspiration at your side as possible.

Through a thorough exploration of some of today's most striking success stories, you can find new ways to inspire others to think differently about innovation.

This is what The Ways to New is all about. Enjoy.

Troy Ruhanen
President and CEO, TBWA\Worldwide

There was a time when marketing directors used to play a leading role in corporate hierarchies. That should never have changed. Because, quite simply, the role of marketing is to create growth. Organic growth: the only growth that really matters. Acquisitions may be strategic. But in the end, it is the growth of existing business that counts.

As a discipline, marketing has been through a difficult phase since the heady days of the eighties and nineties. Its importance has declined. People have grown wary of it. To such an extent that only a few years ago, marketing directors kept their jobs for barely two years on average. That can't be right.

According to management consultants Spencer Stuart, things have improved a bit. But many chief executive officers are still not entirely trusting of their chief marketing officers. That makes the latter's job harder. Even though that job consists of helping devise the company's overall strategy.

So a gap has formed between the importance of marketing, which is vital, and the way people see it. This is not healthy. Peter Drucker states the matter very plainly in his The Practice of Management, Because the purpose of business is to create a customer, the business enterprise has twoand only twobasic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.

That tells us just how crucial marketing is. I would add that marketing and innovation should be seen as inseparable disciplines. The one strengthens the other. They are two sides of the same coin.

The Disruption methodology makes them even more closely connected. Disruption bridges the gap between marketing and innovation. On the one hand, it helps increase brand consistency and brand value. And on the other, it provides marketing teams with a tool, inasmuch as it gets them to see innovation as being an integral part of their job. This book is about this particular aspect of our method: how Disruption can help marketing drive innovation.

The first part lays out the basic principles of our approach. The heart of the book lies in the second part, which describes fifteen paths to innovation. Any company, whatever its size, whatever the field, can use any of them to renew the way it innovates. The final part then reconsiders Disruption as a whole and shows how Disruptive Brand Building can play an even larger part in the future.

(If you are only interested in case stories in disruptive innovation, go to .)