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Process of Unconventional Thinking Question the prevailing wisdom to create outsized results and lasting change


The Origins of The Unconventionals Entrepreneurs and executives from some of the hottest companies discussed: • Foundation of their success • Brand strategy • Customer communication plan


Unconventionals Explained Unconventional companies turn traditional business practice on its head.


What Makes Them Unconventional? • Use the element of surprise • Question the status quo • Recognize that we all want meaning – as an employee and a customer


Foundation of Unconventional Success • Mining Gaps – opportunity to shift or reinvent their market • e.g., Lagunitas Brewing disrupting Big Beer with craft beer

• Defining Their Change – makes life better for buyers and favors what their company does best • e.g., Peloton shifting how buyers choose fitness programs

• Co-Creating with Their Crazies – they’re crazy about what you stand for • e.g., Waze reshaping the culture of GPS navigation by “outsmarting traffic together.”


Mine the Gaps


What Are the Gaps? • “Darwinian gaps” in the market that demand disruption • Companies can shift or even reinvent their market based on those gaps. • Create a new product type/service that surprises the market • Model-driven change

• Create a new product type/service that changes the market by shifting people’s perceptions • Brand-driven change

Profile for Sourcebooks

Simple Truths Ignite Reads: The Unconventionals Training Presentation Preview  

We’ve had our expectations turned upside down by leading brands like American Express, Converse, and Waze, simply because they saw things di...

Simple Truths Ignite Reads: The Unconventionals Training Presentation Preview  

We’ve had our expectations turned upside down by leading brands like American Express, Converse, and Waze, simply because they saw things di...