What if someone sold socks that didn't match? In his new book Disrupt, Luke Williams, a veteran of frog design, talks about how that offbeat question was the impetus for the launch of Little Miss Matched, a company whose purposely mismatched socks proved surprisingly popular with young girls. It's one of a number of examples Williams cites of new business innovations that began with what he calls "a disruptive hypothesis." Another better-known one is Netflix, whose business model provided an answer to the question, What if a video rental company didn't charge late fees?
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