# Prof. Luke Williams’s book, Disrupt: Think the Unthinkable to Spark Transformation in Your Business

1 Faculty News September 21, 2012 ![Fast Company logo](/sites/default/files/styles/246w/public/assets/images/uat_026723.jpg?itok=PGORMP3v)>

Excerpt from [Fast Company](http://www.fastcodesign.com/1670839/listening-closer-to-find-the-next-big-interaction-idea) -- "In Disrupt, [Luke Williams](http://www.stern.nyu.edu/faculty/bio/luke-williams) writes about the importance of identifying “tension points,” moments when life-as-usual conflicts with the idiosyncrasies of a product or service. The challenge for the designer is to find them, even though people tend not to mention them or even notice them. They show up as patterns: repeated comments and observations, often off-hand. The customer simply accepts them as part of the inherent frustration of the activity."

[Read more](http://www.fastcodesign.com/1670839/listening-closer-to-find-the-next-big-interaction-idea)