Business Survival: Tactics for Disruptive Thinking
Mar 08, 2025
Speed has a bad reputation in business, according to a new Harvard Business Review article. HBR points out leaders are often trying to solve the wrong problems when moving quickly and not their root cause. This is something we leaders need to dissect carefully as we shake our teams out of the coma of complacency.
We need to be the generals of thoughtful change. One of my favorite thinking strategists is Jeremy Gutsche. His book Create the Future: Tactics for Disruptive Thinking, argues innovation doesn’t come from playing it safe but from challenging the status quo. Doing that in today’s environment means we must develop the courage to rethink strategies, break patterns, and embrace uncertainty to uncover new opportunities. I know that’s a lot and it makes my brain hurt a bit as I write this. It’s something I’m struggling with every day.
Why Disruptive Thinking Matters
Gutsche emphasizes “the battle for innovation is won by those who are willing to destroy the old to create the new.” Many companies fail, not because they lack intelligence or resources, but because they get stuck in patterns of complacency. The real challenge? Learning to spot opportunities before they become obvious. Yep, that’s the difference maker my friend. We’ve got to get out in front of things. Use our scientific thinking and do some calculated tests.
Consider Kodak—once an industry giant, it invented the digital camera but failed to capitalize on it, fearing it would disrupt its lucrative film business. Meanwhile, Netflix disrupted itself, shifting from DVD rentals to streaming before the competition caught up. The difference? A willingness to think disruptively.
Tactics for Disruptive Thinking
- Kill Your Own Ideas Before the Market Does
Instead of defending your existing strategy, question it relentlessly. Jeff Bezos said, “Success is a terrible teacher. It seduces smart people into thinking they can't lose.” Gutsche reinforces this by encouraging leaders to challenge their own best ideas before competitors do. - Look for Patterns—Then Break Them
Gutsche’s research shows that industry leaders often become victims of their own success. They repeat winning formulas until they’re obsolete. The key? Pattern disruption. Apple revolutionized music by turning songs into digital files rather than sticking with CDs. Airbnb challenged the hotel industry by rethinking property rental. To innovate, identify industry norms and deliberately challenge them. - Be Obsessed with Customers, Not Just Competitors
Many companies focus too much on outpacing their competitors instead of truly understanding customer needs. Gutsche stresses “customers don’t always know what they want until they see it.” That means anticipating problems they haven’t identified yet. Think about how Tesla disrupted the auto industry—not by building just another car, but by redefining the entire experience of transportation. - Act Fast—Perfection is the Enemy of Progress
Gutsche notes disruptive thinkers “get comfortable with chaos.” Waiting for the perfect moment is a losing strategy. Facebook’s motto, “Move fast and break things,” reflects this mindset. Whether it’s launching a new product or testing a bold idea, speed matters more than flawlessness. Here’s an important warning: you can’t move so fast that your team can’t keep up. It’s a delicate balance as we often need to push and pull wonderfully, hard-working, talented people into new directions. - Encourage Dissent and Uncomfortable Conversations
If your team always agrees with you, you might be in an echo chamber. Innovative leaders welcome opposing viewpoints. Keeping things civil and professional is the challenge in today’s passionate world where people often fight, perhaps a little too passionately to defend their viewpoints. Remember, we need to respect other’s viewpoints, but we don’t have to agree with them. Steve Jobs was known for heated debates with his team—not to prove a point, but to uncover the best ideas. Gutsche suggests fostering a culture where people feel safe questioning the norm. Healthy professional conflict is truly a gift and a pathway to progress.
Embrace the Chaos
Disruptive thinking isn’t about reckless decision-making—it’s about seeing possibilities where others see obstacles. As Gutsche puts it, “Chaos creates opportunity.” The best leaders don’t just adapt to change; they create it.
If you want to future-proof your leadership, ask yourself: Am I playing it safe, or am I thinking disruptively? The future belongs to those bold enough to break the mold.