“The potential for reinvention is all around us, particularly in the luxury goods industry.” -- Luke Williams on Disruptive Thinking; via Jany Chau.

When we become good at what we do, we establish patterns of thinking. After a while we stop being aware of these patterns, and become locked-in by them. And so we need deliberate disruption, to force us to think outside the established patterns.

Put another way, do the opposite of what every one of your competitors are doing. Be contrarian.

While many manufacturers scramble t0 copy Apple, Motorola is pitching the opposite: Motorola's banana-mutilation ad disses iPhone