{"product_id":"9780132697996","title":"How to Craft a Disruptive Hypothesis: Be Wrong at the Start to Be Right at the End","description":"\u003cp\u003eThis Element is an excerpt from \u003ci\u003eDisrupt: Think the Unthinkable to Spark Transformation in Your Business\u003c\/i\u003e (9780137025145) by Luke Williams. Available in print and digital formats.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eWhere revolutionary innovations begin: How to create your own “unreasonable provocation.”\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eIt starts with a wild question: In Hollywood, it might be, “What would happen if a shark swam into a resort and attacked a swimmer?” \u003ci\u003eJaws\u003c\/i\u003e. In video rentals, “What would happen if we eliminated late fees?” \u003ci\u003eNetflix\u003c\/i\u003e. These revolutionary innovations began with a disruptive hypothesis, a crazy way to end the question, “I wonder what would happen if we….” \u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47119699607792,"sku":"9780132697996","price":2.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132697996_p0.jpg?v=1763640283","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132697996","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}