Table of Contents

Introduction: Thank You for Disrupting xi

Part One Disruptive Company Leadership 1 Chapter 1 Steve Jobs: On User Experience, Design and Timelessness 3

All in One 4

The Art of Reduction 7

Life Lessons 8

Chapter 2 Jeff Bezos: On Experimentation and Platforms 11

Experimentation as a Strategy 12

The Platform Economy 14

Chapter 3 Herb Kelleher: On Human Resources and Operational Quality 19

Employees First 20

The Art Is in the Implementation 24

Chapter 4 Bernard Arnault: On the Management of Creativity and Brand Building 27

Art and Commerce 28

The Luxury Industry as Model 31

Chapter 5 Zhang Ruimin: On Decentralization and Customer-Centricity 35

Everyone Is a CEO 38

Zero Distance with the Customer 41

Chapter 6 Jack Ma: On Chinese Business Models and Disruptive Management 45

A Contrarian Model 46

Embracing Change through Paradox 50

U.S. In, China Out 51

Part Two Disruptive Business Thinking 57 Chapter 7 Jim Collins: On the Search for Excellence and the Management of Alternatives 59

Good to Great 60

The Era of the And 63

Chapter 8 Clayton Christensen: On Disruptive Innovation 67

Bottom-up Disruption 69

The Disruption Controversy 71

Chapter 9 Jedidiah Yueh: On the Behaviors of Companies of the New Economy 75

Lessons from an Entrepreneur 78

Category of One 87

Part Three Disruptive Corporate Culture 91 Chapter 10 Sergey Brin and Larry Page: On Recruitment Policies and Core Values 95

HR as a Science 96

A Fertile Environment 98

Chapter 11 Patty McCord: On Employee Empowerment and Talent Management 101

Disruptive HR Practices 103

A Contrasting Culture 104

Chapter 12 The Disruption Company: On Corporate Culture Components and Disruption 107

Vision, Values, Practices 108

People, Story, Place 110

The Disruption Methodology 112

Part Four Disruptive Brand Building 115 Chapter 13 Marc Pritchard: On Transparency, Accountability, and Creativity 119

Leading Change in the Marketing World 121

Making Brands Serve a Higher Purpose 125

Chapter 14 Brian Chesky: On Brand Building and Disruptive Data 131

Shaping an Iconic Brand 132

The Single Disruptive Data 135

Chapter 15 Lee Clow: On the Power of Great Advertising 139

Big Brand Ideas 140

Creativity, the Advertiser's Best Bet 143

Chapter 16 Oprah Winfrey: On Building a One-Person Brand 147

The Ultimate Celebrity Brand 148

The One-Person Businesses 152

Chapter 17 Arianna Huffington: On Digital Journalism and Women's Empowerment 157

The Consecration of Online Journalism 158

Women in Business 161

Part Five Disruptive Social Purpose 165 Chapter 18 Paul Polman: On Complete CSR and Corporate Activism 173

A Force for Good 174

CEO Activism 177

Chapter 19 Emmanuel Faber: On Social Purpose and the Bottom of the Pyramid 183

Side Roads 184

The Bottom of the Pyramid 187

Chapter 20 Marc Benioff and Suzanne DiBianca: On Scaling up Philanthropy 193

A Native Philanthropist 194

Pledge 1% 197

Conclusion: Disruption Ahead 201

Acknowledgments 203

Notes 205

Index 233

About the Author

JEAN-MARIE DRU is Chairman of TBWA, a leading advertising network with over 11,000 employees across 275 offices in 95 countries. TBWA has been named in 2019 one of the World's Most Innovative Companies by Fast Company and in 2018 Global Agency of the Year by Adweek. Jean-Marie Dru is the author of six books including Disruption, Beyond Disruption, and The Ways to New, and the inventor of TBWA's landmark 1992 DISRUPTION ^(R) method to help companies develop business-changing ideas. Jean-Marie Dru is also President of UNICEF France and President of the French Academy of Medicine Foundation.