Prof. Luke Williams is interviewed about disruption and innovation
— November 5, 2013
Excerpt from WIRED Italy -- (Translated from Italian using Google Translate) "It's a process that starts with what I call disruptive hypothesis. Taking a question that nobody gets in your industry. Innovation is asking the right questions. If you ask an obvious question, you will have an obvious answer. Usually companies seek opportunities and only then formulate hypotheses about how to reach them... They need to reverse the process and start with a hypothesis that is unpredictable and then find the unexpected benefits that can bring. We must not think of solutions as predictable, but rather of unreasonable provocations."