Many companies make disruption their goal. They believe that if they
develop the right innovation, they will disrupt their markets forever
and drive the kind of growth worthy of a magazine cover story. But as
bestselling author Charlene Li explains, that's not how disruption
works. Disruption doesn't create growth; instead, growth creates
disruption.
Growth is always hard, and disruptive growth is exponentially harder. It
requires companies to make tough decisions in the face of daunting
uncertainties: Should we bet our company's future on next-generation
customers or today's reliable ones? Should we abandon our current
business model for an entirely new one? Making bold changes demands bold
leadership and, often, massive cultural transformation.
Over the years, Li has seen some organizations beat the odds and succeed
at becoming disruptive: Adobe, ING Bank, Nokia, Southern New Hampshire
University, and T-Mobile, among them. Their stories make it clear that
organizations don't have to be tech start-ups or have the latest
innovations to transform. What they need to do is develop a disruptive
mindset that permeates every aspect of the organization. Li lays out how
to do so by focusing on three elements:
- a strategy designed to meet the needs of future customers;
- leadership that creates a movement to drive and sustain
transformation; and
- a culture that thrives on disruptive change.
Drawing on interviews with some of the most audacious people driving
disruptive transformation today, Li will inspire leaders at all levels
to answer the call to lead disruptive transformation in their
organizations, communities, and society.
