Disruptive Thinking

Jason DunstoneMD Square Holes and Consumer Researcher

Four disruptive thinkers

Eric MigicovskyMark Zuckerberg Henry FordSteve Jobs

“Trying to get back to the basics of great products,

great marketing, and great distribution.” “Apple has

drifted away from doing the basics really well.”

“Our customers want to know who is Apple, and what is it we stand for, where do we fit in this world? And what we’re

about isn’t making boxes for people to get their jobs done (although we do that well, we do that

better than almost anybody in some cases).

But Apple is about something more than

that. Apple at the core, it’s core value, is that, we believe, that people with passion, can change

the world for the better.”

1997

Steve Jobs on 'Think Different'

Creators

Itch Scratchers

Pattern followers

Visionaries

Customer Focused

Dis

rupt

ive

thin

kers

“Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they're thinking and have their voice be heard.”

Mark Zuckerberg

No brand is an island, it sits within a broader context

Broader Context

Aligned categories

Direct ‘competitors’

Brand

Product

“How can you make my life better, easier

…?”

“How do these products make my life better,

easier …?”

Red Ocean

Blue Ocean

Focus on your product value and strategy.

Don’t get scared or distracted by

competitors!

Eric Migicovsky

Steve Jobs

20152015

Tim Cook

2012

Demographics

Passions

Aspirations

Category

Interactions

Experiences

Frustrations

Communications

Brand

Opportunities

Disruptive Thinking!

Value

Life

Product

Growth

“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the

possibilities of technology, and the requirements for business success.”

Tim Brown, president and CEO IDEO

An approach to disruptive thinking…

Do marketers own disruptive thinking?

Generally not, but opportunity and even

permission to be

Brand ambassador

Consumer ambassador

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Jason Dunstone

Square Holes www.squareholes.com

Twitter www.twitter.com/jasondunstone

LinkenIn www.linkedin.com/in/jasondunstone

Email [email protected]