# Prof. Luke Williams on disruptive innovation

1 Faculty News April 22, 2013 ![CNBC logo](/sites/default/files/styles/246w/public/assets/images/con_034412.gif?itok=MRidxYS3)>

Excerpt from [CNBC](http://www.cnbc.com/id/100657110) -- "'I always say if you want to study disruptive thinking … it's best to study the work of professional comedians,' said [Luke Williams](http://www.stern.nyu.edu/faculty/bio/luke-williams), professor of innovation at New York University's Leonard N. Stern School of Business. 'They're master disruptors. Their whole job is to determine what an audience is thinking and break those expectations. And that break in expectation is where humor comes from. As soon as you hear the punch line, it's obvious in hindsight. … But a comedian doesn't stop with one joke. They have to do them again and again. \[Businesses\] can't just disrupt the market once and sit back and go, "Everyone's going to use our business model for the next decade."'"

[Read more](http://www.cnbc.com/id/100657110)

Additional coverage appeared on [CNBC](http://www.cnbc.com/id/100657498).