Jean-Marie Dru has just initiated the U.S. launch of his sixth book, entitled The Ways to New: 15 Paths for Disruptive Innovation
TBWA Worldwide Chairman, Jean-Marie Dru, has just initiated the U.S. launch of his sixth book, entitled The Ways to New: 15 Paths for Disruptive Innovation. A best-selling author of five previous books, he is the architect of TBWA’s trademarked Disruption methodology which he coined and popularised in 1992.
The advertising veteran contends that while innovation is very much the buzzword of the day, many companies, especially those born before the digital era, are failing to innovate fast or often enough to keep up. He presents a systematic approach that incorporates 15 different paths leading to business transformation and growth.
Rich in case studies, the book uses brands like Apple, Airbnb, Burberry, Nissan, L’Oreal, Salesforce, and Xiaomi to illustrate the glaring differences between innovation and stagnation. In it, he argues that companies must “innovate the way they innovate.”
While The Ways to New explores ways to innovate across several business disciplines, Dru particularly focuses on marketing, and leads both interested readers and industry professionals through the critical role that marketing can and should play in driving disruptive innovation.
From Silicon Valley stars to lesser-known entrepreneurial innovators in China, India, and Africa, each example explains how a specific type of disruptive innovation—or in some cases, two or three types combined—has led to game-changing business results.