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The Goal of This Book

Paul Romer, an influential economist at NYU’s Stern School of Business, defines ideas as “the recipes we use to rearrange things to create more value and wealth.”5 And the goal for any organization—no matter what the size—should be to generate a steady stream of new recipes—ideas that alter the trajectory of a business and revive stagnant markets or completely reinvent the competitive dynamics of an industry. And that’s exactly what I teach you how to do in this book. Think of Disrupt as the business equivalent of a cookbook that provides you with the framework and motivation you need to discover and execute bold new recipes.

Over the course of this book’s seven chapters, you’ll learn to think about what usually gets ignored, pay attention to what’s not obvious, and create disruptive solutions in a matter of days or weeks, not months or years. And by the time you’re done, you’ll find yourself asking, “Why hadn’t we ever thought about our business and industry this way before?”

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