Thank You for Disrupting

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by Jean-Marie Dru




  0.8125 in

  The business ideas and innovation philosophies

  DRU

  of the world’s great entrepreneurs—for anyone

  to implement in any business

  Steve Jobs. Jeff Bezos. Larry Page. Sergey Brin. Zhang Ruimin. Marc Benioff.

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  Mil ions of words have been written about the great entrepreneurs of the world.

  H

  This book is not about describing their achievements. Nor is it about their

  charisma, personal trials, or their place in popular culture. We have all heard

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  or read about that already. This book is about entrepreneurs as thinkers. It is

  about the grand ideas, the disruptive thoughts, the innovative underpinnings and

  N

  business philosophies that gave rise to their achievements.

  Thank You For Disrupting: The Disruptive Business Philosophies of The World’s K Y

  Great Entrepreneurs examines 25 of the most significant business leaders of our time. Author Jean-Marie Dru, himself a disruptor who was the first to use

  the term “disruption” in the business context decades ago, explains not only the

  impact these leaders have had on their own companies, but also their immense

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  influence on the business world as a whole. Each chapter is replete with in-depth analyses, insightful comments, and personal observations from the author,

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  including discussions covering the experimentation and platforms of Jeff Bezos,

  to the recruitment policies and core values of Sergey Brin and Larry Page, to the complete CSR and company activism of Paul Polman, and many more. Il ustrating

  how the vision of a disruptive innovator can reach far beyond his or her company, O

  this engaging book encourages and inspires readers to become disruptors in

  their own businesses.

  R D

  Thank You For Disrupting is a must-read for anyone interested in the why and how behind the most outstanding and influential business achievements of our time.

  JEAN-MARIE DRU is Chairman of TBWA, a leading advertising network with

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  over 11,000 employees across 275 offices in 95 countries. TBWA has been

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  named in 2019 one of the World’s Most Innovative Companies by Fast Company

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  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 U

  the inventor of TBWA’s landmark 1992 DISRUPTION® method to help companies

  develop business-changing ideas. Jean-Marie Dru is also President of UNICEF

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  France and President of the French Academy of Medicine Foundation.

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  BUSINESS & ECONOMICS/

  IN

  Strategic Planning

  $28.00 USA/$33.99 CAN

  Cover Design: Zakka Design Agency, Paris

  G

  Subscribe to our free Business eNewsletter

  at wiley.com/enewsletters

  Visit wiley.com/business

  Thank

  You

  for

  Disrup

  Ting

  Thank

  The DisrupTive

  Business philosophies

  of The WorlD’s

  You

  GreaT enTrepreneurs

  for

  Disrup

  TiJeann

  -Marie Dru g

  Cover design: Zakka Design Agency, Paris

  Copyright © 2019 by Jean-Marie Dru. All rights reserved.

  Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

  Published simultaneously in Canada.

  No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750–8400, fax (978) 646–8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748–6011, fax (201) 748–6008, or online at

  http://www.wiley.com/go/permissions.

  Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

  For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762–2974, outside the United States at (317) 572–3993 or fax (317) 572–4002.

  Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

  Library of Congress Cataloging-in-Publication Data

  Names: Dru, Jean-Marie, author.

  Title: Thank you for disrupting : the disruptive business philosophies of the

  world’s great entrepreneurs / Jean-Marie Dru.

  Description: First Edition. | Hoboken : Wiley, 2019. | Includes index. |

  Identifiers: LCCN 2019011645 (print) | LCCN 2019019826 (ebook) | ISBN

  9781119575634 (Adobe PDF) | ISBN 9781119575665 (ePub) | ISBN 9781119575658

  (hardback)

  Subjects: LCSH: Entrepreneurship—Case studies. | Businesspeople—Case

  studies. | Strategic planning—Case studies. | Corporate culture—Case

  studies. | Creative ability in business—Case studies. | BISAC: BUSINESS &

  ECONOMICS / Strategic Planning.

  Classification: LCC HC29 (ebook) | LCC HC29 .D78 2019 (print) | DDC

  658.001—dc23

  LC record available at https://lccn.loc.gov/2019011645

  Printed in the United States of America

  10 9 8 7 6 5 4 3 2 1

  To Marie-Virginie

  To my children

  To my grandchildren

  Contents

  Introduction: Thank You for Disrupting

  xi

  PART one DisruPtive CoMPAny LeADershiP 1

  Chapter 1 steve Jobs: on user experience, Design

  and timelessness

  3

  All in one

  4

  the Art of reduction

  7

  Life Lessons

  8

  Chapter 2 Jeff Bezos: on experimentation and Platforms 11

  experimentation as a strategy

  12

  the Platform economy

  14

  Chapter 3 herb Kelleher: on h
uman resources and

  operational Quality

  19

  employees First

  20

  the Art is in the implementation

  24

  vi

  Contents

  vii

  Chapter 4 Bernard Arnault: on the Management of

  Creativity and Brand Building

  27

  Art and Commerce

  28

  the Luxury industry as Model

  31

  Chapter 5 Zhang ruimin: on Decentralization and

  Customer-Centricity 35

  everyone is a Ceo

  38

  Zero Distance with the Customer

  41

  Chapter 6 Jack Ma: on Chinese Business Models and

  Disruptive Management

  45

  A Contrarian Model

  46

  embracing Change through Paradox

  50

  u.s. in, China out

  51

  PART Two DisruPtive Business thinKinG 57

  Chapter 7 Jim Collins: on the search for excellence

  and the Management of Alternatives

  59

  Good to Great

  60

  the era of the And 63

  Chapter 8 Clayton Christensen: on Disruptive

  innovation 67

  Bottom-up Disruption

  69

  the Disruption Controversy

  71

  viii CONTENTS

  Chapter 9 Jedidiah yueh: on the Behaviors of

  Companies of the new economy

  75

  Lessons from an entrepreneur

  78

  Category of one

  87

  PART ThRee DisruPtive CorPorAte CuLture 91

  Chapter 10 sergey Brin and Larry Page: on

  recruitment Policies and Core values

  95

  hr as a science

  96

  A Fertile environment

  98

  Chapter 11 Patty McCord: on employee empowerment

  and talent Management

  101

  Disruptive hr Practices

  103

  A Contrasting Culture

  104

  Chapter 12 the Disruption Company: on Corporate

  Culture Components and Disruption

  107

  vision, values, Practices

  108

  People, story, Place

  110

  the Disruption Methodology

  112

  PART fouR DisruPtive BrAnD BuiLDinG 115

  Chapter 13 Marc Pritchard: on transparency,

  Accountability, and Creativity

  119

  Leading Change in the Marketing World

  121

  Making Brands serve a higher Purpose

  125

  Contents

  ix

  Chapter 14 Brian Chesky: on Brand Building and

  Disruptive Data 131

  shaping an iconic Brand

  132

  the single Disruptive Data

  135

  Chapter 15 Lee Clow: on the Power of Great

  Advertising 139

  Big Brand ideas

  140

  Creativity, the Advertiser’s Best Bet

  143

  Chapter 16 oprah Winfrey: on Building a

  one-Person Brand

  147

  the ultimate Celebrity Brand

  148

  the one-Person Businesses

  152

  Chapter 17 Arianna huffington: on Digital Journalism

  and Women’s empowerment

  157

  the Consecration of online Journalism

  158

  Women in Business

  161

  PART fIVe DisruPtive soCiAL PurPose 165

  Chapter 18 Paul Polman: on Complete Csr and

  Corporate Activism 173

  A Force for Good

  174

  Ceo Activism

  177

  Chapter 19 emmanuel Faber: on social Purpose and

  the Bottom of the Pyramid

  183

  side roads

  184

  the Bottom of the Pyramid

  187

  x CONTENTS

  Chapter 20 Marc Benioff and suzanne DiBianca:

  on scaling up Philanthropy

  193

  A native Philanthropist

  194

  Pledge 1%

  197

  Conclusion: Disruption Ahead

  201

  Acknowledgments 203

  Notes 205

  Index 233

  Introduction

  Thank You for Disrupting

  Thank You for Disrupting is about the entrepreneur as thinker.

  It’s about how the most disruptive business builders in the

  world think and do things.

  This book is not intended to relate their great achievements.

  Most of us have already heard or read about that. Rather, the

  intention here is to look behind these achievements to under-

  stand the big ideas and disruptive thinking that brought them

  into existence.

  By fusing hardware and software 40 years ago, Steve Jobs was

  the first corporate leader who embodied, in an unprecedented

  way, the concept of “design thinking,” which is today’s domi-

  nant strategic framework. By launching the 1–1–1 philanthropic

  model,1 Salesforce’s co-founder Marc Benioff has become one of

  the most influential and outspoken voices on social issues, and

  has emerged as a corporate social responsibility ringleader. By

  creating, within the Haier company, over 2,000 independent

  teams2 that have the liberty to talk directly with private equity

  firms, Zhang Ruimin has taken decentralization to an unimag-

  inable level. By systematically disrupting existing HR policies,

  Patty McCord has forged Netflix’s corporate culture, which is

  not only unique, but also emblematic of businesses born into

  the new economy. By rendering luxury accessible, while at

  the same time increasing the prestige of the LVMH brands,

  xi

  xii INTRODUCTION

  Bernard Arnault has achieved a seemingly impossible task.

  He excels at managing creativity. By inventing a new business

  model for online journalism, Arianna Huffington has disrupted

  the conventional news delivery and made digital news reporting

  respectable. By being one of the first entrepreneurs in America

  to make social purpose and business work together, Sarah

  Breedlove was a pioneer in peer-to-peer marketing, community

  marketing, and cause marketing.

  It’s impossible to be exhaustive when devoting only a dozen

  or so pages to such avant-garde figures. I take a historical look

  at major disrupters from across the globe in recent decades. The

  reality is, the majority of them are men; but, fortunately, the

  business world is changing. I have no doubt that, in the very

  near future, more women will come forth as world-renowned

  disrupters.

  Each domain of activity prompts fresh currents of thought.

  New concepts appear; paradigms emerge. Bodies of knowledge

  accumulate, collections of ever-evolving experience build up over

  time and are made available. It’s true in science, where discover-

  ies are made through challenging the mainstream thinking. It’s

  true in art, where each period has seen new schools of thought

  arise, breaking with what former decades had celebrated. It’s also

  true in political or social sciences, or in literature. In this wa
y

  milestones are established, new directions given, tipping points

  created.

  The same applies to the world of business. Business is an

  open forum where ideas circulate, where companies can contin-

  ually inspire each other, and where people spread inspiration by

  moving from one company to another.

  Introduction

  xiii

  The 25 great entrepreneurs I talk about in this book have

  visions that extend beyond the frontiers of their business. In addi-

  tion to the impact they have had on their own companies, they

  have also profoundly influenced the business world in general.

  This is a celebration of truly disruptive spirits. To them, I

  say: Thank you for disrupting. Thank you for advancing our collec-

  tive thought process and making the world of business better and more

  interesting every day.

  PART

  ONE

  DISRUPTIVE

  COMPANY

  LEADERSHIP

  Some of the leaders we discuss here come from the old busi-

  ness world, while others are part of the new landscape.

  All of them have left a mark that stretches beyond their own

  industries.

  My goal is to recognize really disruptive business philoso-

  phies. They come from Steve Jobs, Jeff Bezos, Herb Kelleher,

  Bernard Arnault, Zhang Ruimin, and Jack Ma. All of them have

  refused to conform to rigid ways of thinking and acting. They

  have shown themselves to be free spirits, not limited by con-

  ventional thinking and not tolerant of any barrier to their goals.

  They all have the intrinsic qualities of great leaders: clear vision,

  technical competence, and the capacity to make quick decisions.

  1

  2

  THANK YOU FOR DISRUPTING

  Steve Jobs laid the milestones of what will remain the most

  disruptive business model of our time. He built an innovative

  ecosystem and shaped what we have come to know as the New

  Economy. For many people, Apple’s boss embodies the most

  brilliant and inventive spirit that the world of business has known.

  It would have been simply impossible to start with someone else.

  Chapter 1

  Steve JobS

  ON USER EXPERIENCE, DESIGN AND

  TIMELESSNESS

  When Steve Jobs passed away, Bill Gates said that Jobs’s

  influence would be felt for “many generations to come.”1

  Tim Cook, who succeeded Jobs at Apple, went even further,

  speaking of “thousands of years from now.”2

  History will remember Jobs for the seismic impact he had

  on the world of computers, especially in making them popu-

  lar and accessible to all. What is also extraordinary is the way

  in which he was able to pivot his company several times. As

 

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