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1-Page Summary of Disrupt You

Overview

You probably know what you’re good at, but maybe you don’t think it’s something that can make money. Don’t think like that. Stay true to your gut and remember Susan Cain, who wanted to focus on the value of introverts in society. It might not seem like a great business model, but she ended up writing a best-selling book and becoming CEO of The Quiet Revolution social media network.

The technology industry is always changing and innovating. It’s one of the most innovative industries in the world. One minute, a company can be doing great; then suddenly, a competitor comes out with something new and becomes more successful than them. Just look at Nokia—they were once on top of their game but are now struggling to stay afloat because they didn’t keep up with changes in the market.

Companies are always looking for new technology to help them succeed. They’re also looking for ways to disrupt their competitors. People can do this on a personal level, too—by disrupting themselves and gaining success in the process.

In this book, you’ll see how one lawyer became a partner after tackling an issue that his company had with his approach. You’ll learn what surprising thing new businesses have in common 72% of the time and why taking a step back can be beneficial to your business.

Big Idea #1: There are many types of risk, and some are more important than others.

Have you ever thought about skydiving? You might have watched a video on YouTube and thought it looked like fun. However, before you jump out of the plane, it’s important to do your research and find out what kind of risks are involved in jumping from an airplane. The same philosophy applies when taking risks with business ventures. If you’re thinking about starting a new business or going into competition with another company, it’s important to distinguish between competitive risk (the risk that comes from competing against other companies) and market risk (the risk that comes from being part of a risky industry).

So, what makes a product risky? Well, let’s say you have an idea for a great new product. You’ve tested it and it performs well in the market. However, there are other companies that know about this demand and might be developing similar products.

Going ahead with this scenario means you’re taking a risk because you’ll be competing against others.

A market risk is when you have an idea for a product or service, but you aren’t sure if it will be successful in the marketplace. Your company may not generate revenue from this risky venture, but your unusual idea could give your competitors trouble.

When you’re in a market with competitors, it’s safer to go for the known demand. However, if you want to be innovative and take risks, then the best option is to disrupt your own product or service.

According to studies, start-up companies are more successful when they take a market risk. In 1995, Harvard Business School professor Clayton Christensen conducted a landmark study on the computer industry. He found that there were two types of disc drive companies—those who took a market risk and those who took a competitive risk.

Of the companies that faced risk, only 6% of them reached $100 million in revenue. However, 37% of those who took a market-based approach to their business had exceeded $100 million in revenue.

Big Idea #2: To be successful, you should focus on your strengths and find a way to make the most of them.

Each person has a special talent that makes them unique. The koala, for example, is able to digest leaves from the eucalyptus tree that other animals can’t eat.