Paul Paetz's Reviews > Disruption by Design: How to Create Products That Disrupt and Then Dominate Markets

Disruption by Design by Paul Paetz
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May 11, 2015

(Review from the author)
it was amazing
bookshelves: recommended-favorites, innovation, marketing, startups

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message 1: by Paul (last edited May 11, 2015 03:58AM) (new) - rated it 5 stars

Paul Paetz Are you part of a startup founding team, or an innovator with an idea that has the potential to disrupt markets and change the rules of competition? If so, then "Disruption By Design" was written for you.

"Disruption by Design" takes the lessons learned from successful disruptors, and from many companies that should have disrupted but failed, and articulates a step-by-step process for developing product and marketing strategy and business model design that maximizes the probability of successful market disruption. Beginning with a quick review of disruption theory and key elements of the patterns of disruptive innovations and how to identify ideas with disruptive potential, "Disruption by Design" guides you through the design, build and go-to-market phases that successful disruptors follow. This book fills an important space on every entrepreneur’s bookshelf because it takes the popular theory of disruptive innovation, and for the first time, drives it down to practical application, answering the question “how do I create a disruptive company, product and culture”.

What You Will Learn
• Assess whether your ideas have disruptive potential
• Design a business model that enables disruption
• Create disruptive business, product and marketing strategies
• Test and validate the right “jobs to be done” for your product
• Avoid preventable traps that can keep innovations from winning in the market
• How to be a serial disruptor and stay on top once you get there

Disruptors upset the status quo, and end up controlling market share – typically 40-80% of the total revenue and half or more of the total profits in the categories they create. Many market opportunities have disruptive potential, but only a small fraction of those ever succeed in disrupting markets, and too often those that do, disrupt by accident. But, it doesn’t have to be that way. If you want to learn how to disrupt on purpose, read this book and apply its lessons.

"Disruption by Design" was named as one of the top tech books of 2014 by the Consumer Electronics Association, and author Paul Paetz was one of 12 featured in Gary's Book Club at CES 2015.


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