To help companies make this move, Linkner grounds his book with "eight principles that define the reinvention ethos." A kind of checklist for the brave.

Innovation like this, Linkner notes, isn't without risks and shouldn't be taken lightly.

"Taking on these principles may require you to abandon some ideas you've held for years," he warns.

"That's good," he says.  "Letting go of deeply held beliefs and venturing into uncharted waters is a difficult task, but it’s an essential one for innovators."

  1. Let go of the past: "The past is a great teacher, but it's a horrible master. Living in the clutches of the past can shackle your imagination and relegate you to thinking small."
  2. Encourage courage: "You'll never instill the spirit of reinvention in your team by making people afraid to express their ideas."
  3. Embrace failure: "We have to carefully nurture ideas through numerous trials and adjustments to bring them to harvest. Therefore, you need to encourage everyone on your team to think of failure as essential nourishment for innovation."
  4. Do the opposite: " Leaders who have experienced the pinnacles of success have dared to zig while everyone else zags. Doing the opposite—upending expectations, pushing through boundaries, running toward the thing everyone else is running from—is critical to stand out from the crowd."
  5. Imagine the possibilities: " When you're looking for powerful ways to reinvent your business, your team, your life, you have to be willing to close your eyes sometimes and imagine possibilities that don't yet exist."
  6. Put yourself out of business: "Ultimately, companies that are unwilling to 'kill their darlings' and create a new version of success with either fail completely or evolve begrudgingly, after it's too late to capitalize on their previous success. "
  7. Reject limits: "As a disruptor, you will constantly be met with resistance. The path forward involved crushing supposed limits, refusing to accept the reflexive no, and unleashing an unwavering belief that you will prevail."
  8. Aim beyond: Don't let the past or even the present mislead you into taking a losing shot. Do your research, know your data, and then use that understanding to project your path forward.