Luke Williams is a fellow at Frog Design and the Adjunct Professor of Innovation at NYU’s Stern School of Business. In this TED talk he challenges us to embrace the fear that accompanies uncomfortable ideas and gives examples of successful companies that did just that.

Mike DiCaprio, Media Strategist, took Luke’s Innovation & Design course and shared this video at B/T’s MPowered series this morning. He said this about the class:

“Luke Williams’s Innovation & Design course was one of the most popular electives at NYU Stern. While challenging category norms for the purpose of innovation is difficult to say the least, his process is practical and easy to understand. Successful businesses don’t become market leaders by following others, they do it by developing completely new approaches in stale categories. The challenge for us as marketers is to identify the areas to disrupt in order to effect meaningful change. Not just for our clients, but for our own agency as well.”

Luke is the author of Disrupt: Think the Unthinkable to Spark Transformation in Your Business.