What Disruptive Thinking Is, and Why You Should Be Doing It

This Element is an excerpt from Disrupt: Think the Unthinkable to Spark Transformation in Your Business (9780137025145) by Luke Williams. Available in print and digital formats. Why incremental change is a recipe for disaster--and what your business must do instead. Successful companies often embrace incremental change because it supports their current business model. Big mistake. When a business makes only incremental changes, they're on a path that gets narrower and narrower. Eventually, they reach the end--and by then, their customers have forsaken them for a new offering that nobody saw coming.