Thank You For Disrupting

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® 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.

• Introduction: Thank You for Disrupting xiPart One Disruptive Company Leadership 1Chapter 1 Steve Jobs: On User Experience, Design and Timelessness 3All in One 4The Art of Reduction 7Life Lessons 8Chapter 2 Jeff Bezos: On Experimentation and Platforms 11Experimentation as a Strategy 12The Platform Economy 14Chapter 3 Herb Kelleher: On Human Resources and Operational Quality 19Employees First 20The Art Is in the Implementation 24Chapter 4 Bernard Arnault: On the Management of Creativity and Brand Building 27Art and Commerce 28The Luxury Industry as Model 31Chapter 5 Zhang Ruimin: On Decentralization and Customer-Centricity 35Everyone Is a CEO 38Zero Distance with the Customer 41Chapter 6 Jack Ma: On Chinese Business Models and Disruptive Management 45A Contrarian Model 46Embracing Change through Paradox 50U.S. In, China Out 51Part Two Disruptive Business Thinking 57Chapter 7 Jim Collins: On the Search for Excellence and the Management of Alternatives 59Good to Great 60The Era of the And 63Chapter 8 Clayton Christensen: On Disruptive Innovation 67Bottom-up Disruption 69The Disruption Controversy 71Chapter 9 Jedidiah Yueh: On the Behaviors of Companies of the New Economy 75Lessons from an Entrepreneur 78Category of One 87Part Three Disruptive Corporate Culture 91Chapter 10 Sergey Brin and Larry Page: On Recruitment Policies and Core Values 95HR as a Science 96A Fertile Environment 98Chapter 11 Patty McCord: On Employee Empowerment and Talent Management 101Disruptive HR Practices 103A Contrasting Culture 104Chapter 12 The Disruption Company: On Corporate Culture Components and Disruption 107Vision, Values, Practices 108People, Story, Place 110The Disruption Methodology 112Part Four Disruptive Brand Building 115Chapter 13 Marc Pritchard: On Transparency, Accountability, and Creativity 119Leading Change in the Marketing World 121Making Brands Serve a Higher Purpose 125Chapter 14 Brian Chesky: On Brand Building and Disruptive Data 131Shaping an Iconic Brand 132The Single Disruptive Data 135Chapter 15 Lee Clow: On the Power of Great Advertising 139Big Brand Ideas 140Creativity, the Advertiser’s Best Bet 143Chapter 16 Oprah Winfrey: On Building a One-Person Brand 147The Ultimate Celebrity Brand 148The One-Person Businesses 152Chapter 17 Arianna Huffington: On Digital Journalism and Women’s Empowerment 157The Consecration of Online Journalism 158Women in Business 161Part Five Disruptive Social Purpose 165Chapter 18 Paul Polman: On Complete CSR and Corporate Activism 173A Force for Good 174CEO Activism 177Chapter 19 Emmanuel Faber: On Social Purpose and the Bottom of the Pyramid 183Side Roads 184The Bottom of the Pyramid 187Chapter 20 Marc Benioff and Suzanne DiBianca: On Scaling up Philanthropy 193A Native Philanthropist 194Pledge 1% 197Conclusion: Disruption Ahead 201Acknowledgments 203Notes 205Index 233

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