I just finished reading Disrupt: Think the Unthinkable to Spark Transformation in Your Business, a provocative book by Luke Williams that utterly destroys the typical strategic brain storming models employed by today’s businesses.
His argument is that in order to come up with a truly innovative business model, business strategists shouldn’t be afraid to throw in ideas from way out in the left field. Otherwise, you’d end up processing contaminated information using data you already know and come up with the same shitty business idea hundreds of people already came up with years before it even crossed your mind. (i.e. “That buffalo wings place around the corner is doing well, why don’t we put up our own buffalo wings place. Only ours is cheaper. And has more sauce. Bitches love sauce”)
It’s similar to the entire concept of the curse of knowledge popularized by Chip and Dan Heath in their book Made to Stick (another totally boss book).
I love it even more because the ideas Luke present are parallel to the ideas Sir Ken Robinson presented in his TED talk about how our educational systems undermine creativity as opposed to nourishing them.
Essentially the book teaches you to identify opportunities by addressing “tension points” and following a simple template:
There’s an opportunity to provide [who?] with [what?] that [fills what gap?] and coming up with a hypothesis to challenge an existing business cliche from way out in the left field.
A real-world example can be seen in the resounding success of the Nintendo Wii in a playing field supposedly dominated by the XBOX 360 and the Playstation 3:
Cliche: Gamers are lazy couch potatoes who do not want to move more than they have to while enjoying games with kickass, realistic graphics.
Disruptive Hypothesis: What if there’s a significant segment of gamers who would enjoy laid back games with their friends using an unorthodox input system that would require them to get off their couch and move?
Insight: Some casual gamers are actually intimidated by realistic graphics and complicated controls.
Opportunity: There’s an opportunity to provide casual gamers intimidated by current generation games with a gaming console offering laid back games which they can play with their friends using a motion controller.
Again, this book contains a lot of valuable insights. Insights which, if I were aware of about the time I graduated college, might’ve given me a shortcut to the financial empire I am going for. Obviously, the path I took (one that involved a call center job and dancing half-naked in front of a clothing store in exchange for vegetables) was the longer route.
But, as my mom used to say: “Gumising ka na, hindi ka hihintayin ng pari. Naglasing ka nanaman ba?” (The rough equivalent of which in English is: “It’s never too late”.)
Using my learnings from this book, I came up with an airtight business idea that would undoubtedly propel me to within striking distance of the financial empire I’ve been longing to build. And maybe a couple of lawsuits. (Whatever. Again, like my mom used to say–never mind. Too much effort).
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