In his book, Disrupt: Think The Unthinkable To Spark Transformation In Your Business, Luke Williams outlines the three biggest hurdles to creating revolutionary innovations.

You don’t have to a genius to devise these transformational ideas; you just need to focus your attention (too much brainstorming can be a bad thing, Williams argues); reflect beyond your limiting boundaries and think holistically; and yes, write down your ideas. When you write them down, they become more real and actionable.

Williams gives an example of how a team conceived of ways to redesign a car. Since people do more than just drive in their carthey make phone calls and listen to musicthe designers integrated DVD players and hands-free phones in the automobile. They thought outside the traditional uses for a car and made connections to the real world.

Remember, whatever service you are offering, it must benefit three key customers: partners, buyers and users.

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