Change your strategy … Shape the future in your own vision, with a disruptive strategy
Strategy is about finding your space in crowded and convergent markets. It cannot be an extrapolation of the past, nor a fixed point in the future. Through a more stretching vision and disruptive thinking, you choose your future – reframing your context, choosing a different audience, playing by new rules. Strategy is then about pivoting to this better place, from mediocrity to magic, staying focused yet agile as you progress.
- From strategy that optimises the present … to strategy that disrupts the future
- From strategy that evolves incrementally … to strategy that pivots transformationally
- From strategy that is about playing the game … to strategy about changing the game
The A2 Milk Company – Better fresh milk
The a2 Milk Company was founded in New Zealand in 2002 by Dr. Corran McLachlan after a scientific discovery; while studying at Cambridge University, Corran learned that proteins in milk affect people differently.
Meituan Dianping – China's everything-app to "Eat Better, Live Better"
China's No. 1 marketplace for services and O2O (online to offline) platform. Meituan was founded in March 2010 in Beijing as China's first group buying website. Today, Meituan is China's largest provider for local services with leading market position, tremendous annual turnover growth, and over 130 million annual active purchasers. Meituan currently operates its businesses through three business units: Customers to Shop, Hotel Tourism, and Home Delivery Service, and a subsidiary Maoyan Movie.
Lemonade – Insurance driven by AI and behavioural economics
Lemonade is reinventing insurance to be instant, easy, and transparent. It offers home insurance powered by artificial intelligence and behavioral economics. By replacing brokers and bureaucracy with bots and machine learning, Lemonade promises zero paperwork and instant everything. And as a Certified B-Corp, where underwriting profits go to nonprofits, Lemonade is remaking insurance for social good, rather than a necessary evil.
Lilium – The world’s first electric vertical take-off and landing jet.
Lilium is a disruptive aviation start-up based in Munich, founded in 2015. It is currently delivering on its vision of a completely new type of individual transportation and is dedicated to develop and build the world’s first fully electric vertical take-off and landing (VTOL) jet. An estimated range of up to 300 km and a top speed of 300 km/h, along with zero emissions make it the most efficient and eco-friendly individual means of transportation of our time. By providing ultra-redundancy, the Lilium Jet will also set new standards in safety. It aims at liberating towns and cities from today’s congestion and pollution, with people able to come and go freely, vastly expanding the radius of their everyday lives.
Infervision – Chinese AI transforming healthcare
AI is enabling businesses to radically innovate, processing huge amounts of data using machine learning to be more precise and predictive. In the diagnostics of medical conditions, Infervision enables scans to be interpreted more accurately, problems to be identified more quickly, and potential conditions avoided.
DBS Bank – A bank for Asia, a bank for the digital world
DBS (the Development Bank of Singapore) leads the way in digital banking innovation, in Asia and across the world. It operates across 18 markets. We are an Asia-centric commercial bank focused on harnessing the region’s long-term potential as the centre of economic gravity shifts eastwards to Asia.
Depop – Instagram meets eBay for millennials
Depop is the “love child of Instagram and eBay”, a mobile-centric marketplace for second-hand teen fashion, and more. The free app enables consumers to easily sell items by taking a square format image, adding a description with hashtags and setting a price. Buyers and sellers can ‘like’ items, message each other, haggle over prices and share comments, creating a community.
Gïk Live! – Blue wine from Spain
White, red or rose ... wines are presented in conventional options. But then a group of young students read Blue Ocean Strategy, and got inspired to create a blue ocean, of wine.
Haier – China's global leader in white goods
Haier is a smart living home solution platform leading in the internet era. 100 million users in more than 100 countries, 24 overseas plants, 10 R&D centers, 60 distributors and 140 thousands retailers, the world's number one white good's manufacturer.
Grail – To detect cancer early, when it can be cured
There are currently between 14 and 15 million cases of cancer reported globally each year. With such early detection Grail has the potential to save millions of lives in the future – before people even realise anything is wrong.
StoreDot – Full batteries in 30 seconds
StoreDot’s ‘FlashBattery’ system seeks to revolutionise how quickly people can charge their electronic devices. The system relies on an entirely new Lithium ion battery structure, which uses innovative compounds synthesised in its labs to dramatically reduce charging time.
AeroFarms – Vertical farming in a crowded world
Aerofarms grow delicious, nutritious leafy greens and herbs without sunlight and soil. Crops get the perfect amount of moisture and nutrients misted directly onto their roots in a completely controlled environment. With patented technology, Aerofarms take indoor vertical farming to a new level of precision and productivity with minimal environmental impact and virtually zero risk.
Crooked Media – The podcast to save American politics
Crooked Media promises a no bullshit a no-bullshit conversation about politics where you can laugh, cry, scream, ridicule us daily, share your ideas, and hopefully decide that you want to help fix this mess too. That goes for Democrats who want to learn from our party’s mistakes (which is hard because things are so perfect), Republicans ready to hold Trump accountable (fingers crossed on that one!), and everybody, everywhere who’s been asking the same question: What do we do now?
Ossian Vides y Vinos – Organic fusions of wines from Segovia
"Ossian is history through the vineyards, it is passion in its grapes, it is life in its soil and it is an illusion in its elaboration process" says Pedro Ruiz Aragoneses
Da Jiang Innovations (DJI) – The rise of China's drone technology
A drone crashed on the White House lawn in January 2015. A month later, a drone delivered a 9.15-carat diamond ring to Zhang Ziyi, the Crouching Tiger, Hidden Dragon actress, in a marriage proposal engineered by Wang Feng, a rock star in China. Two months after, a drone deposited small amounts of radioactive waste on the rooftop of the Japanese Prime Minister’s office, as a protest against using nuclear power in the country. All three drones were made by Da Jiang Innovations (DJI).
Tchibo – A new experience every week
Germany's favourite coffee brand, has spread its retail concept across the world, offering everything from flowers to mobile phones, with a constantly changing range. Pop in for a coffee, and to see what's new!
Ofo – China's global bike-sharing platform
Ofo, China’s largest bike-sharing company, now more than 10 million xiao huang che, or “little yellow bikes” around the world with users in 170 cities making 25 million trips a day.
SoFi – Digital finance for millennials, with a focus on student loans
Armed with a fresh $500 million infusion, SoFi is trying to shake up the world of finance by finding time to mix career coaching and even dating events in with your mortgage payments.
NHS School for Change Agents – Creating the boldest and most innovative new ideas in health and care
The Horizons Group is a small team within the UK's National Health Service (NHS) that uses radical thinking to explore change and transformation in health and care. It aims to support colleagues in health and care to think differently about how effective change practice can lead to better outcomes for patients.
Organovo – 3D printing of body parts to order
Organavo is embracing the latest technologies to transform surgery, from the 3D bio-printing of muscle tissues to complete organs for transplant, saving lives and raising huge ethical issues too.
Hoya Yuniku – The world's first 3D-printed, personalised eyeware
Hoya is a global med-tech company and the leading supplier of innovative high-tech and medical products. Hoya is active in the fields of healthcare and information technology providing eyeglasses, medical endoscopes, intraocular lenses, optical lenses as well as key components for semiconductor devices, LCD panels and HDDs.
Darktrace – The world's leading machine learning company for cyber security
Darktrace is the world’s leading machine learning company for cyber security, having developed AI algorithms that mimic the human immune system to defend enterprise networks of all types and sizes. Created by mathematicians from the University of Cambridge, Darktrace’s Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal’ for all devices and users, updating its understanding as the environment changes.
Brewdog – Beer for punks, irreverent and brilliant
James Watt and Martin Dickie were bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market. Sat in their local Scottish pub, they decided the best option was to brew our own. In April 2007 BrewDog was born.
Casper – Reinventing the way we sleep
The concept was simple: Produce the best mattress possible at an affordable price, sell a single model, and deliver it quickly, for free, with a 100-day trial period. It worked: Casper had sales of $1 million in its first month. The company has since raised $70 million in venture capital, grown to 120 employees, and hit $100 million in cumulative sales in its first 2 years.
Ouarzazate Solar Power Station – The world's largest solar farm, in the Moroccan desert
OSPS, also called Noor Power Station (نور, Arabic for light) is a solar power complex located in the Drâa-Tafilalet region in Morocco, 10 km from the town of Ouarzazate. The entire Solar Project is planned to produce 580 MW at peak when finished and is being built in three phases.
Total project expected to cost $9 billion, and cover an area of 2,500 hectare. The plant will be able to store solar energy in the form of heated molten salt, allowing for production of electricity into the night. Phase 1 comes with a full-load molten salt storage capacity of 3 hours. The planned Phase 2, due to open in 2017 and 2018 will store energy for up to eight hours.
Warby Parker – Designer eyewear at revolutionary price
"Every idea starts with a problem. Ours was simple: glasses are too expensive. We were students when one of us lost his glasses on a backpacking trip. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining. (We don’t recommend this.) The rest of us had similar experiences, and we were amazed at how hard it was to find a pair of great frames that didn’t leave our wallets bare. Where were the options?"
Nespresso – The business model with an extra shot
You might credit George Clooney with much of Nespresso’s brand appeal. But the money is in the pods. Whilst the coffee machines are sold at minimal prices, it is the addiction – or subscription – to the refills that drives profits.
Supr Daily – Digitalised milk delivery in Mumbai
68% of milk in India is adulterated with water, detergent powder or worse products. Supr "direct to home connect" removes all middle men involved thereby ensuring that the milk your family drinks is not tampered. Milk, bread, eggs, curd, paneer, coconut water, dosa batter, buttermilk and many more daily needs. Many customers plan their entire week the the online schedule, easily setting all your daily needs on auto pilot.
Goldman Sachs – Investment banking enters the consumer market
Marcus Goldman was a German banker, businessman, and financier. He was born in Trappstadt, Bavaria and immigrated to the United States in 1848. He was the founder of Goldman Sachs, which has since become one of the world's largest investment banks. However the bank has started to change its own game, entering the consumer market with "Marcus by Goldman Sachs".
One Medical – Healthcare reinvented, any service, when you need it
One Medical Group challenges the notion that delivering high-quality, accessible health care is either unachievable or prohibitively expensive. In fact, we’re working to prove that just the opposite is possible — a system where quality care is affordable and available to everyone. To bring this vision to life, we rely on people-centered design, smart application of technology, and a team of talented primary care providers who have the time and tools to make the right decisions. The integration of these elements allows us to offer a seamless experience that not only saves our patients time and money but also leads to better health outcomes and happier lives.
Dalian Wanda – China's Walt Disney, the world's largest property group
Dalian Wanda Group was founded in 1988 and operates in four key areas: commercial properties, culture & tourism, e-commerce and department stores. In 2014, the company had assets of 534.1 billion yuan and revenues of 242.48 billion yuan. The company now operates 125 Wanda Plazas, 81 hotels (including 68 five-star hotels), 6,600 cinema screens and 99 department stores nationwide. Looking ahead, by 2020, Wanda aims to grow itself into a leading MNC with assets of 1 trillion yuan, annual revenues of 600 billion yuan and net income of 60 billion yuan.
Boom Supersonic – Supersonic is back with a boom
Supersonic flight has existed for over 50 years. Yet the Concorde of the 70s and 80s seems a distant memory, and everyone returned to jumbos and dreamliners. Until now. A breakthrough aerodynamic design, state-of-the-art engine technology, and advanced composite materials enable an ultra-fast airliner as efficient and affordable as business class in today's subsonic wide-body airliners.
Ethereum – The next generation blockchain-based cryptocurrency
Vital Buterin is a 22-year-old coder who created the fast-growing new cryptocurrency network Ethereal, and wants to use his technology to disrupt everything. Ethereum is a platform and a programming language that makes it possible for any developer to build and publish next-generation decentralized applications. Ethereum can be used to codify, decentralize, secure and trade just about anything: voting, domain names, financial exchanges, crowdfunding, company governance, contracts and agreements of most kind, intellectual property, and even smart property thanks to hardware integration.
Magic Leap – "It's like dreaming" ... bringing virtual reality to life
Magic Leap's mind-bending "mixed reality" technology uses photonic wafer chips to manipulate light. It superimposes 3D generated images over real world objects, by projecting a digital light field into the user's eye. Founder Rony Abovitz says "the best way to describe it, is like dreaming." He has attracted $1.4bn funding from Alibaba and Google, and is currently signed up contracts with leading movie studios and game makers.
Ava Winery – Turning water into wine ... including a $50 replica Dom Pérignon
Ava is a venture-backed food technology startup based in San Francisco creating synthetic wine without grapes or fermentation by analysing the molecular profile of wines to recreate and even perfect them. Ava's mission is to recreate the experience of wine without having to recreate the process of traditional winemaking, making the great vintages available to everyone.
FanDuel – Making sports more exciting, everyday.
FanDuel is the world-leading online daily fantasy sports company, operating in one of the fastest growing sectors of the sports and entertainment industry. It has become a household name in the US and one of Scotland’s only two unicorn companies, valued at more than $1 billion. Since its launch in 2009, its been disrupting the fantasy sports industry and changing the way millions of people experience sports.
TransferWise – Money without borders
TransferWise was born of frustration. Sending money abroad is deceptively expensive, thanks to the hidden charges we’ve all been forced to pay. The banks claim “free money transfers”, “0% commission.” Sounds like money’s already flowing freely, but far from it. It’s pure propaganda. TransferWise says it "removes all the wrongness", letting people send money abroad at the lowest possible true cost. Using only real exchange rates and tiny not-hidden-fees. Headaches averted, and a revolution sparked.
Janicki Bioenergy – Turning human waste into drinking water
748 million people worldwide lack clean drinking water. Bill Gates drank a glass of water made from human faeces, to showcase technology he said could provide clean water in the developing world. "The water tasted as good as any I've had out of a bottle. And having studied the engineering behind it, I would happily drink it every day. It's that safe," he said.
IBM Watson – The smartest machine ever built
Watson is an IBM supercomputer that combines artificial intelligence and sophisticated analytical software as a “question answering” machine. Its applications are complex, but almost endless. Most recently it acquired the assets of the Weather Channel, to become the world's most accurate weather forecaster. It is named for IBM's founder, Thomas J. Watson
Hysteric Glamour – Japanese fashion, inspired by pop and porn
Hysteric Glamour is a Japanese clothing brand created by Nobu Kitamura.
Crystal – This is you, based on everything online
Crystal gives you instant access to millions of personality profiles based on everything that can be found online about each person. You'll even find a profile of yourself. It then gives free communication advice for anyone you meet, showing how your personality relates to theirs, and how you can most effectively engage them, and more.
Isamaya Ffrench – The London Beauty Alchemist
Seamlessly shifting between beauty and art, Isamaya Ffrench is a self-taught and tech-savvy innovator who is redefining the boundaries of make-up
Deliveroo – Food delivered as fast as a kangaroo
Deliveroo is an online food delivery company stretching form the UK across Europe to Dubai, Australia, and Hong Kong. Orders are placed through the Deliveroo website and then self-employed bicycle or motorcycle couriers transport orders from restaurants to customers.
Vice Media – Media for millennials
Vice was launched in 1994 as a "punk zine" and has since expanded into a leading global youth media company with bureaus in over 30 countries. It includes the world’s premier original online video destination, a network of digital channels, a television production studio, a magazine, a record label, an in-house creative agency, a consumer insights team, and a book-publishing division.
Apple – Designed in California, loved around the world
Apple’s story is retold a thousand times. But in a world of relentless innovation and imitation, the brand needs to reassert itself, as more than its products, and more than Steve Jobs.
Intuitive Surgical – Heart surgery by robot, and the surgeon with the joystick
Intuitive Surgical harnesses robotic technologies to enhance human capability. Better surgery, faster and more precise, is the main benefit, whilst also reducing the time and cost of operations.
M-Pesa – Safaricom creates a new currency for Africa
M-Pesa became the mobile currency of Africa, embracing phones to do more than connect people, and improvising for the lack of infrastructure in fast growing markets.
First National Bank – eWallet becomes your financial hub
South Africa's FNB puts innovation at the heart of its culture. The bank’s innovative eWallet, hosted on your phone, acts as a hub for many other creative solutions to making money flow easier and faster.
Robinhood – Removing all the barriers to stock trading
Robinhood is the worlds most innovative financial services company ... with a mission to democratise access to the financial markets, with a simple smartphone app.
Uber – Creating disruption on the streets of the world's big cities
Uber is changing the way the world moves, connecting riders to drivers through its technology platform. The potential to "uberfy" almost any type of business is obvious.
BuzzFeed – Shaking up media across the globe
The digital media powerhouse, read by over 200 million people every month, was declared the world's most innovative company in 2016.
OneWeb – Global internet access for everyone
Airbus, Bharti, Coca-Cola and Virgin are just some of the investors who have together pledged over $500m to create the world's first global satellite-based internet service. OneWeb is building a network of 700 satellites to take broadband access to every corner of our planet - including cars, aircraft, and homes in the most remote locations.
Tesla – Faster than a Ferrari, powered by the sun
Tesla is the fastest, sexiest, most-hyped car of its generation. It can drive 1000 km on a solar powered battery, with zero carbon emissions, whilst also becoming the must-have luxury accessory in Hollywood.
Syngenta – Biochemists of the world’s future food
As populations rise, and farmland diminishes, Syngenta is applying science to every aspect of food production, finding better ways to feed the changing world and also improve health.
GE – Becoming market makers with "brilliant machines"
GE is leading an industrial revolution in applying the “internet of things” to business processes and equipment. The challenge however is to make sense of the new possibilities in ways that capture the imagination of businesses and consumers.
Zespri – Redefining the Chinese gooseberry as the Kiwi fruit
Kiwi fruit are a great example of market creation. Zespri, owned by New Zealand growers, shows how to build premium brands that increase the market size, whilst also capturing disproportionate value, and what might otherwise be a commodity market.
Aeromobil – The incredible flying cars from Bratislava
The flying car has long captured the imagination of the futurist. For Stefan Klein it was his life's passion. When he retired from designing cars, the inventor set his mind to adding wings.
Ashmei – Sportswear without compromise
Focusing on designing the very best apparel for serious runners and triathletes, Ashmei refuses to compromise. Combining the best fabric and production from around the globe, focusing on niche audiences who are prepared to pay more for their passion, outplays the mainstream brands.
Spotify – The freemium business model for music
Spotify grew out of deviant behaviour – imitating the actions of illegal downloaders to find a legal business model which combines free access with the ability to also make money as a business, and for artists and publishers. The brand is contagious, driven by consumer collaboration, and staying topical.
Coursera – The best education available to everyone
Coursera, and other MOOCs, are on the verge of fundamentally disrupting education, knowledge and expertise, across the world. By moving the best university courses online, with a business model that allows universal access, they can be transformational on society, and the opportunities for everyone.
Renova – The sexiest toilet paper in the world
Renova is on mission to brighten up your life. Why is toilet paper white? The Portugeuse brand a hit in Hollywood bathrooms with its black paper. Colour is a bold, but simple way to change the game.
Zidisha – Peer to peer microfinance in developing markets
Zidisha is a non-profit organisation that matches African entrepreneurs with peer to peer loans from around the world, keeping interest rates low by cutting out intermediaries and using simple technology.
Square – Making payments easy, anywhere anytime
Square’s insight came from the millions of small businesses who lose sales because they cannot accept credit cards. Empowering first the retailer, and the consumer, Square had to fight to change the rules of the market.
Amazon – A mission to become the world's most customer-centric business
Amazon, from Dash to drones, Alexa and Echo, uses technology to disrupt and redefine a range of adjacent industry, and then do it again, whilst adding new business models that create a convenient and personalised customer experience.