22. Laborde, Olivier (2017). Innover Ou Disparaître: Le Lab
Pour Remetrre L’Innovation Au Coeur de L’Entreprise. Paris:
Dunod.
23. Battelle, John (April 2018). “The Biggest Voice in Advertising
Finds Its Purpose,” Shift.Newco.co.
24. Reingold, Jennifer and Doris Burke. (February 8, 2013).
“Can Procter & Gamble CEO Bob McDonald hang on?”
Fortune website.
25. Crain, Rance (March 6, 2013). “Is the era of purpose-driven
ads (finally) over?” Ad Age.
26. Sweeney, Erica (April 19, 2018). “Study: Brands with a
purpose grow 2x faster than others,” MarketingDive
.com. Kantar Consulting full report “Purpose 2020.
Igniting Purpose-Led Growth” available at https://
consulting.kantar.com/wp-content/uploads/2018/07/
Real-Initiative-for-Growth-Purpose-2020.pdf (accessed
December 26, 2018).
222 NOTES
Chapter 14: Brian Chesky
1. Emerson, Lincoln (2018). Brian Chesky: The Life & Mind of
the Airbnb Founder from Debt to Darling. Self-published, 20.
2. Ibid., 46.
3. Safian, Robert (April 18, 2017). “What Airbnb has discovered
about building a lasting brand,” Fast Company.
4. Ibid.
5. Ibid.
6. Airbnb (2016). “Don’t Go There. Live There.” Airbnb’s
brand campaign launched in 2016. Video available at https://
adage.com/creativity/work/dont-go-there-live-there/46533
(accesssed on December 26, 2018).
7. Safian, “What Airbnb has discovered about building a lasting
brand.”
8. Airbnb (2015). “No borders.” Airbnb’s campaign launched
in 2015. Video available at https://fr.adforum.com/creative-
work/ad/player/34527954/no-borders/airbnb (accesssed on
December 26, 2018).
9. Olson, Adam (April 8, 2015). “Airbnb marks brand’s foray
into Cuba with new campaign,” CampaignLive.co.uk.
10. Ho, Nancy (June 1, 2017) “Airbnb uses big data and machine
learning to enhance user experience,” CW.com.hk.
11. Horst, Peter and Robert Duboff (November 2015). “Don’t
let big data bury your brand,” Harvard Business Review,
78–84, 86.
12. Bazilian, Emma (September 27, 2012). “Ad of the Day: Nike.
Today’s kids, destined to die younger, talk about what they’d
do with five extra years,” Adweek.
13. Nike’s “Designed to Move” campaign. Video available at
http://fr.designedtomove.org (accesssed on December 26, 2018).
Notes
223
14. Yueh, Jedidiah (2017). Disrupt or Die: What the World Needs
to Learn from Silicon Valley to Survive the Digital Era. Austin:
Lioncrest Publishing, 197.
15. Ibid., 198.
16. Kantar Consulting (2018). Purpose 2020: Igniting Purpose-
Led Growth. Available at: https://consulting.kantar.com/
wp-content/uploads/2018/07/Real-Initiative-for-Growth-
Purpose-2020.pdf (accessed January 29, 2018).
Chapter 15: Lee Clow
1. Nudd, Tim (April 13, 2011). “Apple’s ‘Get a Mac,’ the
complete campaign,” AdWeek.
2. Apple. “Here’s to the Crazy Ones,” commercial. Video
available at https://www.youtube.com/watch?v=cFEarBzelBs
(accessed on December 26, 2018).
3. Creamer, Matthew (October 24, 2011). “Isaacson’s book
portrays Jobs as everything an agency would want in a
client,” Ad Age.
4. Pritchard, Marc (October 14, 2010). “P&G: Empowering
Brands Through Design And Innovation.” Speech at the
2010 ANA Annual Conference in Florida.
5. Nike (2018). “Dream Crazy” commercial. Video available
at https://www.forbes.com/sites/derekrucker/2018/09/06/
nike-dream-crazy-a-rich-opportunity-to-learn-about-
brand-management-in-the-digital-age/#6514c4443c4b
(accessed on December 27, 2018).
6. [Value of Nike Brand/Market Capitalization of Nike Inc.]
x 100 = [US$32 billion/ US$115,66 billion] x 100 = 27,7%.
Value of Nike Brand sourced from http://brandfinance
.com/news/press-releases/most-valuable-apparel-brand-
224 NOTES
nike-just-does-it-again/Market Capitalization of Nike Inc.
on December 28, 2018 sourced from https://ycharts.com/
companies/NKE/market_cap
7. Avi, Dan (October 23, 2016). “P&G’s Marc Pritchard on
avoiding the ‘crap trap’ in advertising,” Forbes.com.
8. The Gunn Report and IPA Databank (June 2011). The
Link between Creativity and Effectiveness. The Growing
Imperative to Embrace Creativity. More Findings from the
Gunn Report and the IPA Databank. London: Institute of
Practitioners in Advertising. Available at https://adfx.ie/
upload/files/1466161111_Creativity_and_Effectiveness.pdf
(accessed on December 27, 2018).
9. Perrey, Jesko, Nicola Wagener, and Carsten Wallmann,
(October 4, 2007). ADC/McKinsey Study “Der Code
erfolgreicher Werbung.”
10. Brodherson, Marc, Jason Heller, Jesko Perrey, and David
Remley (2017). “Creativity’s Bottom Line: How Winning
Companies Turn Creativity into Business Value and
Growth,” McKinsey.com.
11. ADA and McKinsey (2006). “Creativity Is an Advertiser’s
Best Bet.”
12. Clow, Lee (October 17, 2009). “Mad Men: Sell It” panel
discussion, New Yorker Festival, held at City Winery, New
York, NY.
PART FIVE: Disruptive Social Purpose
1. “Madam C. J. Walker: from poverty to prosperity,” (October
10, 2008). Entrepreneur online.
2. Gates, Henry Louis Jr. (December 7, 1998). “Madam C. J.
Walker: her crusade. A black woman’s hair-care empire set a
style and smashed barriers,” Time magazine.
Notes
225
3. Bundles, A’Lelia (December 19, 2018). “Madam C. J.
Walker: American businesswoman and philanthropist,”
Encyclopaedia Britannica online.
4. Anderson, Niele (June 20, 2017). “Madam C. J. Walker: An
American Legacy of Success, Love and Prosperity,” Niele’s
Daily Top 10 website.
5. Bundles, “Madam C. J. Walker.”
6. Michals, Debra (2015). “Madam C. J. Walker (1867–
1919),” National Women’s History Museum website (www
.WomensHistory.org).
7. Green, Duncan (September 20, 2016). “The World’s Top 100
Economies: 31 Countries; 69 Corporations,” World Bank blog.
8. Nielsen (October 12, 2015). (“Consumer-Goods’ Brands
That Demonstrate Commitment to Sustainability Out-
perform Those That Don’t,” 2015 Nielsen Global Corporate
Sustainability Report.
9. Bowen, Howard R. (1953). Social Responsibilities of the
Businessman. Iowa: University of Iowa Press.
10. Caulkins, Doug (December 20, 2013). “President Howard
Bowen & Corporate Social Responsibility,” Grinnell.edu.
11. Morse, Gardiner (July 21, 2014). “Reinventing the chief
marketing officer: an interview with Unilever CMO Keith
Weed,” Harvard Business Review.
12. Friedman, Milton (September 13, 1970). “The social
by Milton Friedman.” New York Times Magazine.
13. Porter, Michael E. and Mark R. Kramer (January–February
2011). “The big idea: creating shared value. How to reinvent
capitalism and unleash a wave of innovation and growth,”
Harvard Business Review 89 (1–2), pp. 62–77.
14. Ibid.
15. Safian, Robert, (March 2014) “Twelve innovation lessons for
2014,” ( Fast Company, issue 183, March 2014).
226 NOTES
Chapter 16: Oprah Winfrey
1. White paper published by TBWAChiatDay and Airbnb.
“How to create loyalty beyond reason. The what, why and
how of building an iconic brand.” Retrieved from https://
cdn2.hubspot.net/hubfs/320867/Airbnb-Whitepaper
.pdf?t=1522417508619, March 25, 2019.
2. Matz, Katherine and Leto, Ellen (April 3, 2009). “The Big
O: How Oprah Winfrey Built Her Brand.” Retrieved from
Public Relations Problems and Cases: April 2009. Available
at http://psucomm473.blogspot.com/2009/04/ (accessed
March 25, 2019).
3. Ibid.
4. Clemett, Lauren, “Top 27 Personal Branding Lessons from
Oprah Winfrey.” Ultimatebusinesspropellor.com. Available
at https://ultimatebusinesspropellor.com/top-27-personal-
branding-lessons-oprah-winfrey/ (accessed March 25, 2019).
5. Causay, T.R., (January 3, 2017). “Oprah’s 15 Tips To Living
Your Best Life.” Blackdoctor.org
6. Sohn, Emily (May 26, 2011). “How Oprah Winfrey changed
America.” NBCNEWS.com.
7. Gonzalez, Sandra (January 10, 2018). “Oprah Winfrey: ‘For
too long women have not been heard or believed.’” CNN.com
8. UNICEF (November 2015). “For every child, a fair chance:
The promise of equity.” Available at https://www.unicef
.org/publications/index_86269.html (accessed March 25,
2019).
9. Decurtis, Anthony (June 5, 2017). “Not a Businessman – a
Business, Man.” Bestlifeonline.com.
10. Pofeldt, Elaine (March 21, 2018). “3 ways to transform your
1-person business into a $1 million operation.” Marketwatch
.com
Notes
227
11. Peters, Tom (August 31, 1997). “The Brand Called You.”
August-September 1997 issue, Fast Company.
12. Pofeldt, Elaine (April 29, 2018). “How To Build Your Own
Million-Dollar, One-Person Business: Advice From The
Front Lines. Forbes website.
13. Spangler, Todd (March 3, 2015). “Millennials Find You
Tube Content More Entertaining, Relatable Than TV:
Study.” Variety website.
14. Ault, Susanne (July 23, 2015). “Digital Star Popularity Grows
Versus Mainstream Celebrities.” Variety website.
15. Pofeldt, Elaine (October 17, 2017). “Are We Ready For A
Workforce That is 50% Freelance?” Forbes website.
16. Clemett, Lauren, Op. cit.
Chapter 17: Arianna Huffington
1. The Observers (August 25, 2016). “Building homes out of
recycled plastic in Colombia.” Available at https://observers
.france24.com/en/20160815-colombia-building-homes-
recycled-plastic-displaced (accessed March 25, 2019).
2. Scholfield, Andrew (October 1-2, 2015). “Arianna
Huffington. The Brave New World of the ‘New Media,’”
Nordic Business Forum 2015 Executive Summary, Nordic
Business Report.
3. Ibid.
4. Abramson, Jill (February 2019). Merchants of Truth: Inside the
News Revolution. London: Bodley Head, 72.
5. Keller, Bill (March 10, 2011). “All the Aggregation That’s
Fit to Aggregate.” The New York Times Magazine website.
6. Abramson, Jill (February 2019). Op. cit.
228 NOTES
7. Davis, Elmer H. (1921). History of the New York Times, 1851 –
1921 (New York: New York Times) 232.
8. Butler, Susan B. (June 10, 2014). “Gender Equality =
Men + Women Working Together.” Huffington Post.
9. Ibid.
10. Bureau of Labor Statistics Reports (November 2017).
“Women in the labor force: a databook.” Available at https://
www.bls.gov/opub/reports/womens-databook/2017/home
.htm (accessed March 26, 2019).
11. Capperella, Joel (February 10, 2013). “Why the Most
Disruptive Force in Tech Is Women.” Huffington Post.
12. Editorial Team (February 11, 2019). “‘Give up the delusion
that burnout is the inevitable cost of success’: Arianna
Huffington.” People Matters website.
13. Huffington, Arianna (August 17, 2018). “An Open Letter
to Elon Musk. You’re demonstrating a wildly outdated,
anti-scientific and horribly inefficient way of using human
energy.” Available at https://thriveglobal.com/stories/open-
letter-elon-musk/ (accessed March 26, 2019).
14. Lu, Jane (June 12, 2018). “Arianna Huffington And Jennifer
Breithaupt: Achieve More By Going Offline.” Digitalist
Magazine online.
15. Hunt, Vivian, Dennis Layton and Sara Prince (January
2015). “Why diversity matters,” McKinsey. Report
available at https://www.mckinsey.com/business-functions/
organization/our-insights/why-diversity-matters (accessed March 26, 2019).
16. Manyika James, Anu Madgavkar, and Jonathan Woetzel
(September 24, 2015). “The Power of Gender Parity.”
Huffington Post.
Notes
229
Chapter 18: Paul Polman
1. Cunningham, Lillian (May 21, 2015). “The tao of Paul
Polman,” Washington Post.
2. PricewaterhouseCoopers. Millennials at Work: Reshaping
the Workplace. Available at https://www.pwc.com/co/es/
publicaciones/assets/millennials-at-work.pdf (accessed on December 30, 2018).
3. “Unilever: In search of the good business,” (August 9, 2014),
Economist.com.
4. Eleftheriou-Smith, Loulla-Mae (November 23, 2011).
“Unilever draws up ‘Five Levers for Change’ strategy,”
Campaign.
5. Schawbel, Dan (November 21, 2017). “Unilever’s Paul
Polman: why today’s leaders need to commit to a purpose,”
Forbes.com.
6. “Unilever: In search of the good business.” (August 9, 2014),
The Economist.
7. Weber Shandwick and KRC Research (March–April 2017).
CEO Activism in 2017: High Noon in the C-Suite.
8. McGregor, Jena and Elizabeth Dwoskin(February 17, 2017).
“The cost of silence: why more CEOs are speaking out in
the Trump era,” Washington Post.
9. Brunner, Rob (April 2017). “How Chobani founder Hamid
Ulukaya is winning America’s culture war,” Fast Company,
issue 214, 62.
10. Ibid.
11. Fast Company (March 2017). “The world’s 50 most
innovative companies. Chobani: for stirring it up in the
grocery store.” Fast Company, issue 213, 44.
12. Fink, Larry. (2018). “A Sense of Purpose: Annual Letter
to CEOs,” BlackRock. Available at https://www.blackrock.
230 NOTES
com/corporate/investor-relations/larry-fink-ceo-letter
(accessed on December 31, 2018).
/> 13. Sorkin, Andrew Ross (January 15, 2018). “BlackRock’s
message: contribute to society, or risk losing our support,”
New York Times.
14. Fink, “A Sense of Purpose.”
Chapter 19: Emmanuel Faber
1. Mousli, Marc (May 2014). “Le discours de Marseille
d’Antoine Riboud,” L’Économie Politique magazine, no. 62.
2. Riboud, Antoine (October 25, 1972). “Croissance et
Qualité de vie,” speech given at the Assises nationales of
CNPF. Available at http://go-management.fr/wp-content/
uploads/2016/07/Discours-dAntoine-Riboud-aux-Assises-
nationales-du-CNPF-le-25-octobre-1972-à-Marseille.pdf
(accessed January 1, 2019).
3. Ibid.
4. Faber, Emmanuel (2011). Chemins de traverse: vivre l’économie
autrement. Paris: Albin Michel, 60.
5. Ibid., 32.
6. Ibid., 147.
7. Ibid., 120.
8. Danone (n.d.). “Notre Vision. Danone, One Planet, One
Health,” Danone.com. Available at https://www.danone
.com/fr/about-danone/sustainable-value-creation/our-
vision.html (accessed January 1, 2019).
9. Mougey, Amélie (January 26, 2015). “Une pomme de 1950
équivaut à 100 pommes aujourd’hui,” NouveLObs.com.
10. Flallo, Laurent (June 22, 2017). “Danone, les ferments d’une
revolution,” Les Echos.
Notes
231
11. Pralahad, C. K. and Stuart, Hart L. (2002). “The fortune at
the bottom of the pyramid,” Strategy+Business, issue 26.
12. Faber, Chemins de traverse, 87.
13. Hussain, Mehdi, Abdul Hannan Chowdhury, and Bashir
Hussain (July 2012). “Sweet and sours of social businesses: a
case study on Grameeen Danone Foods Ltd,” World Journal
of Social Sciences 2(4), 256–266.
14. Prasso, Sheridan (February 2007). “Saving the world with a
cup of yogurt,” Fortune magazine 155(2).
15. Faber, Chemins de traverse, 107.
16. The Economist (January 28, 2017). “Briefing multinationals:
The retreat of the global company,” 18–22.
17. Cougard, Marie-Josée, Emmanuel Grasland, and David
Barroux (December 1, 2017). “Emmanuel Faber: ‘la
revolution de l’alimentation se fera avec les marques locales,’”
Les Echos.
18. Faber, Chemins de traverse, 108.
Thank You for Disrupting Page 23
