DISRUPTION IN ACTION

In this business book, a series of fictional case studies highlights both the challenges and opportunities presented by digital disruption.

Jankovich, Voskes, and Hornsby thoroughly articulate seven fictional stories that exemplify the world of digital disruption. The opportunities promised by digital innovation have forever altered and continue to transform the commercial landscape with such rapidity that no successful entrepreneur can abide complacency—one must forever be testing and inventing, perpetually open to the new and careful to temper the pitfalls of a dogmatically “fixed mindset.” The authors cover a wide range of scenarios and industries, from food and drink to flooring, as well as a broad expanse of problems to solve. In the first tale, Magnus, the CEO of a ball bearings manufacturer, hires “digital guru” Lazlo Hout to reenergize the company in the face of new competitive threats. But Lazlo flounders since he focuses on the media angle, which produces little concrete success, instead of a technological one. The authors argue that an overarching vision is always necessary as well as the right “conceptual toolkit” in order to properly diagnose both threats and opportunities. Moreover, digital success is always ultimately about understanding and winning over people and is therefore more a personal than purely analytical affair: “In short, you need the love. Working with data is perceived as hard science-ey, but it all rests on people’s feelings.” Each story is meticulously limned—the authors even estimate the reading times—with the lessons learned spelled out with lucid accessibility. This volume isn’t designed to be an introduction to the issue for a novice—it simply isn’t systematic enough to qualify as that kind of reference book. But for someone a little more sophisticated who’s looking for a deeper—and completely practical—look into the ins and outs of digital disruption, this is a thoughtful work.

A clear and intelligent treatment of an increasingly important subject for entrepreneurs.