UNREASONABLE!

Steve Sasson, a former Kodak engineer, invented the first digital camera in 1975. Threatening the analogue film core business of Kodak, that brilliant mind was silenced by the management. After Kodak filed for bankruptcy in 2012, this failure became one of the most cited case study to prove the need for "disruptive corporate innovation".

But how can such call fit into normal business reality, when large corporations are all about scaling the wheel and not about reinventing it? Growing market, revenue and margin is the primary goal and the most successful corporations are also the most effective and efficient in this regard. But protecting and growing the existing value chains and business models comes at a price: A healthy corporate immune system will attack any radical innovation at first sight. Only incremental innovation remains alive to support the stepwise evolution of the existing system. But today, we live in exponential times. A new digital world order calls for substantial renewal. Suddenly, leaders face a paradox: How to radically disrupt a system, when the system itself has to remain intact to fuel and energize its own disruption?

In "Unreasonable!" Aleksandar Stojanovic shares his experiences and insights as an innovator, change maker and transformation strategist. Stojanovic envisioned and realized various disruptive innovations and ventures both as a serial entrepreneur and digital strategy consultant. He sold four companies to global corporations and remained as a corporate executive in two cases, overlooking and managing the integration of his radical visions into very established corporate ecosystems.

Aiming for radical change in a traditional environment is one of the toughest and emotional challenges in the business world. But also one of the most fulfilling ones and therefore worth all the effort. This book serves as a clear field-guide on how to best manage those game-changing ideas, so they can evolve and become accepted as an inevitable future. Expect a crazy ride through organizational behavior.