How to Craft a Disruptive Hypothesis

This Element is an excerpt from Disrupt: Think the Unthinkable to Spark Transformation in Your Business (9780137025145) by Luke Williams. Available in print and digital formats. Where revolutionary innovations begin: How to create your own "e;unreasonable provocation."e; It starts with a wild question: In Hollywood, it might be, "e;What would happen if a shark swam into a resort and attacked a swimmer?"e; Jaws. In video rentals, "e;What would happen if we eliminated late fees?"e; Netflix. These revolutionary innovations began with a disruptive hypothesis, a crazy way to end the question, "e;I wonder what would happen if we...."e;