If we are able to create an idea or a product then the challenge is to figure out if the product is innovative enough to stand out from the crowd of products or what needs to be done to make it stand out.


Reinvention is the process of taking a known concept and then modifying it based upon insertion of new technology or processes.

Rating: 5.0 stars

Reviewed by Anne B. for Readers Favorite – 04/18/2012

Kenneth J. Thurber author of Big Wave Surfing now offers readers Do NOT Invent Buggy Whips: Create! Reinvent! Position! Disrupt! Do NOT Invent can be a standalone book or used as a follow up to his first book. The purpose of this book is to introduce and focus on market disruption. This book is an invaluable business tool that you will turn to over and over.

In the introduction Thurber explains the book’s tie in to Buggy Whips. Buggy Whips were important to the “1800s transportation industry.” The industry changed and the whips were no longer an intricate part of transportation. The industrialists that survived were the ones that were willing to make changes, “re-invent themselves.” Thurber shares other examples such as film verses digital imaging. Thurber’s task is to demonstrate to the reader ways to avoid the buggy whip trap.

Mr. Thurber’s book is well organized easy to read and understand. He begins by discussing where the ideas come from and how to develop the idea into a model and into a sellable product. At the end of each chapter there is a short summary with definitions and a focus on the most important information presented in that section. He continues into the next section by discussing Model For Disruption. To assist in explaining the concept he includes very helpful illustrations and scattered throughout the book he includes Lessons. The readers will find the lessons well marked and very informative. Toward the end of the book he offers Examples of Product Strategies which I found very interesting.

Mr. Thurber’s book is a must read for any person planning a small business or with an idea they want to develop. I found his book to be written with common sense. I highly recommend this book.


Defining a product results in trying to figure out how the product fits against other products in the market. having figured out its relative position it is the job of the designers to position the product and its features against comparable competitors.


If you can disrupt the staus quo then you have the opportunity to create wealth and prosperity for you and your associates. Disruption of a product industry or company is a good goal and if you do not disrupt your product or market rest assured someone else will.