This Element is an excerpt from Disrupt: Think the Unthinkable to Spark Transformation in Your Business (9780137025145) by Luke Williams. Available in print and digital formats. Where revolutionary innovations begin: How to create your own "unreasonable provocation." It starts with a wild question: In Hollywood, it might be, "What would happen if a shark swam into a resort and attacked a swimmer?" Jaws. In video rentals, "What would happen if we eliminated late fees?" Netflix. These revolutionary innovations began with a disruptive hypothesis, a crazy way to end the question, "I wonder what would happen if we…."
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