Beyond Disruption: Changing the Rules in the Marketplace (Hardcover)

by Jean-Marie Dru (Author) "The method was initially developed by our advertising agency..." (more)
Key Phrases: tools for creative minds, disruptive thinking, disruptive companies, South Africa, United States, New York (more...)

Editorial Reviews

Review
"...Marketing Mix: Book of the week...the book is a whirlwind ride packed full of ideas and genuine insights..." -- Marketing (WWW), 11 February 2003

"...book of the week..." -- The Sunday Times, 13 October 2002

"...this excellent book..." -- Electronic Commerce Guide, 13 July 2002

"...this excellent book..." (Electronic Commerce Guide, 13 July 2002)

Named the 'Must Read Marketing book' (Campaign, 27 September 2002)

"...book of the week..." (The Sunday Times, 13 October 2002)

"...the book is a whirlwind ride packed full of ideas and genuine insights..."(Marketing, 9 January 2003)

"...Marketing Mix: Book of the week...the book is a whirlwind ride packed full of ideas and genuine insights..." (Marketing (WWW), 11 February 2003)

Named the 'Must Read Marketing book' -- Campaign, 27 September 2002

the book is a whirlwind ride packed full of ideas and genuine insights -- Marketing, 9 January 2003

Product Description
"I could say I ‘like Beyond Disruption. A lie. I love this book. I can say unequivocally that no piece of business writing has ever dovetailed better with my ‘disruptive . . . now ‘beyond disruptive . . . view of the world. If you dont intend to raise hell, why bother to get up in the morning?" –Tom Peters, author of In Search of Exellence, Thriving on Chaos, Liberation Management, The Circle of Innovation, The Pursuit of WOW!, and The Brand You 50, among others

"Beyond Disruption is not a book about advertising. It is a provocative challenge to companies to rethink the way they conduct business, the way they innovate, and the way they seek to stay competitive. It should be required reading by all those who are seeking to gain or retain a competitive edge." –Denis Hennequin, Chairman and Chief Executive Officer, McDonalds France

"Having disrupted thinking about brand development, Dru and his colleagues have extended the reach of their Disruption process to advertising, marketing, and even the agency itself. This is thinking that is relevant for the development of any organizations strategy." –James Heskett, Professor Emeritus, Harvard Business School

"Jean-Marie Dru and his colleagues have continued to push their thinking on the concept of Disruption. This volume contains an extensive set of new stories and applications that will be invaluable to companies who want to escape stagnation by upsetting the existing equilibrium in their industry." –Adrian Slywotzky, Vice President, Mercer Management Consulting, author of Value Migration; coauthor of The Profit Zone, Profit Patterns, and How Digital is Your Business?

"In Disruption, Jean-Marie Dru described a new way to think about marketing and brands. Beyond Disruption provides a set of case studies that demonstrate the benefits of disruptive thinking, offers a set of tools to help you think disruptively, and suggests a methodology to begin your own disruptive journey. Dont think of it as a ‘how-to book. Think of it as a ‘what-if book." –Alan Webber, Founding Editor, Fast Company magazine

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Product Details

• Hardcover: 304 pages
• Publisher: Wiley; 1st edition (April 12, 2002)
• Language: English
• ISBN-10: 0471218995
• ISBN-13: 978-0471218999
• Product Dimensions: 9.1 x 6.4 x 0.9 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #72,486 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars Superb for reminding us all to hold onto our own creativity!, November 19, 2002

By	Dylan Hunter (Northborough, MA USA) - See all my reviews

I truly and thoroughly enjoyed this book! It reminded me what it was that got me into this line of work in the first place. This book focuses the reader on using creativity to look at the world in a different manner, and create truly differentiable advantage thereby, and the energy and excitement that I took from it were absolutely wonderful.The book is team-written by a series of folks at TBWA\, (one of the largest ad agencies in the world) and there are definite portions of the book that are only of value to people outside of the ad world in dealing with folks inside, (most notably, the entire third section of the book, which you can honestly skip) and there are some chapters written by Dru's team that contradict some of his basic tenets, but don't let either of these put you off. The case studies, base lessons and some of the discussions about methodologies are highly portable, and certainly can lead to a strong and very valuable transformation in your practices and company, if taken to heart.It will focus you and your co-workers on defining and fulfilling the grandeur of the mission you're on, (regardless of industry or product segment) with the benefits accruing in direct proportion to how widely you can introduce this mindset and maintain the excitement, (much of it self-perpetuating) to your environment.And one very cute suggestion that has immediate value to us all: a company was having a very difficult time with actual output not being achieved due to both the quantity and time span of meetings, (sound familiar?). Dru and his team's suggestion, which was implemented to great success? Remove all chairs from the conference room. Imagine how quickly meetings can be over if everyone has to stand during the entire discussion!

1 of 1 people found the following review helpful:

5.0 out of 5 stars Great insight into TBWA/Chiat/Day's strategy, July 11, 2007

By	Su Chan "voracious reader" (San Francisco, CA USA) - See all my reviews (REAL NAME)

Hving read the first book "Disruption", I'm glad that Jean Marie Dru has decided to compile case studies on how Disruption works in the market place with this new book. I also liked the fact that he invited prominent people in the TBWA family to write about disruption in their markets (they even have a section on Asian Markets). This book is a great book for anyone going into the world of advertising. It helped me as student to improve my creative thinking and the way I think about strategy! Now that I'm in the business, I actually occasionally refer to this book when I'm stuck on something.

To me, I feel Disruption and Beyond Disruption are the "Hey Whipple" books for Strategy and should be an inspiration to anyone who works on the strategy side of the business.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Challenging Convention To Locate & Exploit Its Failings, November 6, 2006

By	R. Peter Valentine (Riverside, CA USA) - See all my reviews

You need this book and a little disruption if you:
1. Have lost your role as the center of category value
2. Are relying on deals and costly promotions
3. Are feeling invincible
4. Competitor's products are flying off of the shelves
5. Competitor's customers are more active than yours
6. Your customers of today looks exactly like your customers of yesterday
7. Or, you can't articulate a clear vision of your future.

With the proliferation of similar products it takes a disruptive approach to get a customer's attention. You must get into their heart, under their skin and make news! This has been shown to be highly beneficial in marketing. It has recently been shown that 'disruption' is beneficial anywhere where convetion has strongly taken root.

There are three consecutive themes that Jean-Marie Dru offers as a plan to keep up the necessary innovation. They are:
1. Study, observe and list what is considered conventional in your field.
2. Challenge these conventions with new ideas
3. Visioneering - envision and act upon the most possible and exciting ideas.

Many, many examples are given throughout the book using companies that we are all familiar with. Included is an outline of how to carry out your own disruption workshops to create positive change.

5 Stars