Innovative Disruption Press Room

Four Must-Haves for Products that Disrupt Markets: New Book Is First How-to Guide on Disruption for Entrepreneurs

paul@disrupt-this.com (Paul Paetz) — Mon, 05 Jan 2015 14:00:00 GMT

Paul Paetz selected as a top tech author at 2015 International CES®

ATLANTA -- (January 5, 2015) -- From Henry Ford to Ray Kroc to Steve Jobs, innovators who disrupt markets can seem like one-in-a-million geniuses -- intuitive wunderkinds possessing unique insights. But, disruptive innovation is actually a discipline that can be learned. That is the goal of Disruption by Design: How to Create Products That Disrupt and Then Dominate Markets, the first guide to go beyond how disruption happens and explain why – and more importantly how to create disruptive products, including the four must-have ingredients for success.

The book is written by Innovative Disruption CEO Paul Paetz, one of 12 authors to be selected as those at the forefront of the tech industry and featured at Gary’s Book Club at the 2015 International CES. Owned and produced by the Consumer Electronics Association (CEA)^®, the 2015 CES, the world’s gathering place for all who thrive on the business of consumer technologies, will run January 6-9, in Las Vegas, Nevada.

“Getting disruption right is a high-stakes game. In the categories they create, disruptors typically capture between 40%-80% of the total revenue and half or more of the total profits," said author Paul Paetz. "We need to get beyond the hype and mystique, understand what causes it more precisely and use that knowledge to create effective action plans. Raising the frequency of successful market disruption is imperative not just for innovators and their investors, but for the overall health of our economy.”

Disruptive Innovations Spur Nearly 100% of Real Economic Growth

According to analysis conducted by Paetz, truly disruptive innovations account for virtually all of the real growth in the S&P 500 index over the past 50 years after controlling for inflation. Without disruption, significant economic growth and job creation are impossible, notes Paetz.

A handbook for entrepreneurs, CEOs, product developers and other innovators, the book articulates a step-by-step process for developing a product and marketing strategy and business model design that maximizes the probability of successful disruption. This process includes the four must-have ingredients:

An addressable market scarcity
A unique solution to key jobs customers need to get done that mitigates the scarcity
A price-to-value ratio significantly below incumbent and other possible alternatives available to accomplish the job
Execution, including business model, product and marketing strategy, and market-appropriate tactics

“Paul's new book contains some of the freshest insights I have encountered in my 30 years in business higher education," says Ken Lord, Ph.D., dean of the David Nazarian College of Business and Economics at California State University, Northridge. "If you want to drive the changing face of business rather than just respond to it, buy, devour and live this book – but be prepared to change.”

As a featured author at the CES 2015 Gary’s Book Club, Paul Paetz will be interviewed on the CEA Stage in the LVCC, Grand Lobby on Wednesday, January 7, 11:30 – 12 pm PST, and available in the Barnes & Noble booth until 1 pm PST to sign copies of the book, which will be available for purchase.

Disruption by Design also includes:

A guide on where to look for opportunities and how to predict when market disruption is likely
A roadmap that guides the reader from the initial idea through product launch to actual market disruption
Tips on how to avoid being the victim of a new disruptor
The Disruption by Design Canvas, for mapping a disruptive business model

"Paul has combined the best frameworks and theories on disruption, innovation and product strategy and translated them into a marvelous and practical guide that every innovator and entrepreneur should read, " said Hubert Palan, founder and CEO, ProductBoard, Inc.

About Paul Paetz

Paul Paetz is the CEO of Innovative Disruption (www.innovativedisruption.com), a boutique consultancy that advises and assists startups with disruptive potential and helps innovators bring disruptive products to fruition and market success. Paetz is the creator of the Disruption Report Card scoring tool, moderator of the LinkedIn group Disruption by Design and author of the popular blog Disrupt This.

Where to Buy Disruption by Design

Disruption by Design is published by Apress and can be purchased in paperback for $29.99 or less at Barnes & Noble, Amazon, and other leading retailers. It is also available as an ebook for Nook and Kindle platforms.

Contacts

For Innovative Disruption or Paul Paetz
Edward Bride, 413-442-7718
(Ed@edbride-pr.com)

‘Disruptive Confusion Unraveled’: Free eBook Cuts Through the Hype on Disruptive Innovation

paul@disrupt-this.com (Paul Paetz) — Tue, 09 Aug 2011 08:00:00 GMT

With disruptive innovators averaging a growth rate 20 times greater than the S&P 500®, new guide explains disruption in simple business terms and why it matters

ATLANTA – (August 8, 2011) – A new eBook from Innovative Disruption Inc. cuts through the hype about disruptive innovation, offering simple explanations that clear up the most common misconceptions.

Available for downloading free of charge at www.innovativedisruption.com, ‘Disruptive Confusion Unraveled’ was published to bring clarity to the subject of disruptive innovation, and explain its business significance from financial, growth, investment and risk perspectives. Using simple terminology and straightforward analysis, the new eBook focuses attention back on the core attributes of disruption and why it matters to investors, entrepreneurs and business executives, stripping away the exaggeration, hype and misunderstanding that have become rife in the years since disruptive innovation was first described.

“It’s a common misconception that if you build a better mousetrap, the world will beat a path to your door,” said Paul Paetz, CEO of boutique management consultancy Innovative Disruption. “Deep down, people want to believe that ‘better’ or ‘advanced’ is the same as ‘disruptive’, and this lack of clarity leads many to miss the reasons why supposedly great innovations fail in the market. If you are a disruptor, or in an industry being disrupted, it’s critical to your business strategy that you get this right, so our goal was to go back to first principles simplify so that anyone can clearly understand what disruptive innovation is – and is not -- and why it matters.”

Comparing the growth rate of well known disruptors such as Apple, Starbucks and Whole Foods during their marketing disrupting period with the average compound growth rate of the S+P 500® index shows that the disruptive innovators average more than 20 times the growth of the average S&P 500 member. The eBook also includes an alternate way to measure disruption’s value – by comparing the valuation of innovators who are disruptive with those that aren’t, using companies evaluated through the firm’s proprietary Disruption Report Card™. This analysis showed a similarly dramatic outperformance by innovators that are disruptive, which is detailed in the eBook.

Disruptive Confusion Unraveled outlines six of the most common misconceptions about disruptive innovation:

All innovation is disruptive by definition
It has to be breakthrough to be disruptive
It only applies to technology
It’s just a marketing adjective companies use to imply that their product is more advanced
It’s a meaningless buzz phrase
All innovation is overrated, and disruptive innovation isn’t any better or different

“Disruptive innovators grow faster, dominate their markets and ultimately command the highest valuations. This eBook was written to demonstrate that it’s worth the effort to cut through all the hype in the marketplace and instead take an analytical approach that assesses whether disruption is present or has the potential to be. The pay-off can be enormous,” said Paetz.

About Innovative Disruption

Innovative Disruption, Inc., is a boutique consultancy specialized in helping innovators who possess that special disruptive sauce to achieve their market-disrupting potential, and in developing strategies for businesses whose industries are facing disruption. Innovative Disruption sorts out disruptors from non-disruptors, and also provides analysis, screening tools and portfolio guidance critical for VCs and investors betting on disruption. Innovative Disruption CEO Paul Paetz is the developer of the Disruption Report Card™, a predictive assessment tool that evaluates and grades the probability that a company/product will disrupt the market, identifying disruptive strengths and weaknesses and opportunities for improvement.

Specialties

Disruptive Innovation, disruptive marketing strategy, disruptive business strategy, management consulting, business model innovation, inbound marketing, Disruption Report Card

Innovative Disruption Inc. Launches New Website to Meet Increased Interest in Disruption as Growth Driver

paul@disrupt-this.com (Paul Paetz) — Tue, 02 Aug 2011 09:20:00 GMT

Boutique Management Consultancy Redesigns Website to Better Serve Entrepreneurs, VCs, Early Stage Investors and Companies Facing Disruption

ATLANTA – (August 2, 2011) – Innovative Disruption, a boutique consultancy providing services for disruptive innovators, investors, and companies facing disruption, announced today the launch of its redesigned website (www.innovativedisruption.com) to better meet the growing interest in disruptive innovation among its target markets.

Identifying new products or services that are likely to disrupt markets is accelerating as a C-level priority as businesses struggle with revenue growth and customer satisfaction in the most challenging economic environment since the Great Depression.

According to Innovative Disruption CEO Paul Paetz, although Clayton Christensen clearly defined in his seminal books the theoretical foundation for how disruption happens, there are still wide misconceptions about what it is and how to recognize it when it’s happening. Businesses therefore have great difficulty applying the concepts to drive growth and leverage investments to take advantage of it.

“Innovation and disruptive innovation are clearly not the same thing – most innovations don’t disrupt anything,” said Paetz. “That’s why businesses need more than just insight and strategy. Innovative Disruption, Inc. focuses on practical outcomes that create disruption, driven by a deep understanding of the actions, characteristics, marketing strategy and business model/product matches that increase the success rate of potentially disruptive innovations. Disruptive innovation creates massive shareholder value when properly executed, and that’s what we do.”

The completely revamped site now provides a direct entry point and fast navigation to information designed to meet three distinct market needs:

Entrepreneurs with potentially disruptive innovations need to determine the strategic elements of their business model that can be improved for better alignment with market disruption. They also need counsel on designing and implementing disruptive business strategy that attracts venture capital and optimizes market valuation
Early stage investors and venture capitalists need screening tools to separate real disruptors from innovators who lack key disruptive attributes, as well as advisory services to ensure that portfolios with disruptive potential can be optimized for returns and inhibitors to success can be addressed
Companies whose markets are being disrupted need to understand why and how disruption is taking hold, and what they can do to respond and protect their market position.

The new site integrates a thought-provoking blog, Disrupt This, which dissects real world examples of disruption in action from the perspectives of both the disrupted and the disruptors, offering blunt analysis of the reasons for disruption and how it changes markets. The blog covers topics from business model design and business and marketing strategy to why disruption happens and predictions of which potentially disruptive innovators are likely to succeed, including results from Innovative Disruption Inc.’s proprietary Disruption Report Card™, a predictive assessment tool that grades the probability that a company or product will disrupt the market.

“Innovative Disruption’s predictions are often at odds with other analysts’ opinions on market-making products such as the iPhone, but our predictions have been consistently validated over time,” said Paetz.

About Innovative Disruption

Specialties

Disruptive Innovation, disruptive marketing strategy, disruptive business strategy, management consulting, business model innovation, inbound marketing, Disruption Report Card