By Mohti Hira
One of the challenges of writing a book about disruption is that many of the exemplars an author presents can get disrupted by the time the book is published. Another challenge is that some books aim for a wide range of readers—from entrepreneurs to students; and, in doing so, it becomes impossible to satisfy any one of them fully.
Depending on your current position and perspective, K Ganesh’s Mastering Disruption: A Practical Guide to Understanding New-Age Business Models is either a timely and insightful handbook, or a pedantic cataloguing of brands and companies listed in various buckets.
For Indian entrepreneurs and mid-level managers navigating the VUCA (volatility, uncertainty, complexity, and ambiguity) business landscape, there is much to be learned from this book—but its structure requires a level of patience that is best found in students. For this set of readers, Mastering Disruption may be an ideal reference point. Drawing from his extensive experience as a serial entrepreneur, investor, and educator, Ganesh provides a lucid and actionable framework for understanding and leveraging disruption in modern business.
At the core of the book lies a fundamental tenet: that businesses—whether startups or established corporations—can identify, adapt to, and thrive amidst disruptive forces because disruption does not occur overnight, but is often preceded by subtle signals such as shifts in customer preferences, technological advancements, or emerging competitors. While the Covid-19 impact was an exception, Ganesh writes, “Disruption rarely happens overnight. Companies that keep their antennas up, pay attention to these signals, and listen to customers and the broader market can often spot disruptions early enough to act.” Sometimes this is easier said than done: when ChatGPT burst on the scene in 2023, initial interest was around experimenting facetiously with generative AI. But now, it appears that AI agents will disrupt the hugely successful SaaS model that the author holds up as an example of disruption.
Each of the book’s 10 chapters addresses different facets of disruption with familiar examples, case studies, and actionable points—ranging from understanding new-age business models to leveraging digital infrastructure and fostering a culture of innovation. Each chapter also concludes with key takeaways and reflection questions, making it a useful resource for both individual learning and academic discussions in a classroom.
Ganesh begins by demystifying the concept of disruption, explaining how it is often driven by technological advancements, changing consumer behaviours, and macroeconomic factors. He highlights that businesses must embrace disruption as an opportunity rather than a threat. “Technology is no longer just an enabler— it’s central to strategy,” he asserts, urging companies to embed emerging technologies like AI, blockchain, and IoT into their core operations.
One of the sections that resonate well with me is Ganesh’s critique of vanity metrics such as app downloads or social media followers. Instead, he advocates focusing on actionable metrics like customer acquisition cost (CAC), lifetime value (LTV), and contribution margins. These metrics provide a clearer picture of a business’s health and scalability. This advice is particularly relevant for Indian startup founders (and impressionable investors) who often get swayed by superficial indicators of success. Going beyond popular private-sector brands, Ganesh dedicates a full chapter to India’s unique digital ecosystem—highlighting initiatives such as Aadhaar, UPI (Unified Payments Interface), and ONDC (Open Network for Digital Commerce). He explains how these platforms have democratised access to technology and lowered barriers for entrepreneurs.
In an era where product lifecycles are shrinking, Ganesh also underscores the importance of agility. He advocates for an iterative approach to business—experimenting with prototypes, gathering feedback, and making quick adjustments. “Fostering a ‘fail-fast, learn-fast’ culture is essential,” he writes, emphasising that failures should be viewed as learning opportunities rather than setbacks. This isn’t a radical or new perspective, but one that merits reminding. For corporate executives in legacy organisations, Ganesh’s collation of insights can help businesses reinvent themselves by adopting new-age business models. He shares examples of companies that have successfully navigated disruption through strategic acquisitions and internal innovation with the Tata Group’s ability to remain relevant over decades serving as a usable case study in this regard.
Despite its bullet-pointed listing and categorisation of various disruptions, Ganesh’s writing is actually very practical. Each chapter includes actionable strategies tailored to different stakeholders:
For entrepreneurs the book offers guidance on building scalable business models, tracking meaningful metrics, and leveraging India’s digital infrastructure. For corporate executives it provides frameworks for integrating disruptive innovations within established organisations.
For investors, Ganesh’s insights on evaluating new-age business models can help investors make informed decisions. For policymakers, the book highlights how public infrastructure can foster innovation and inclusivity.
Ganesh’s Mastering Disruption is a good-to-read book for anyone looking to navigate the complexities of modern business. Whether you’re an entrepreneur building a startup or a corporate executive steering a legacy organisation through turbulent times, this book equips you with the tools and mindset needed to thrive in an era of constant change.
By blending theoretical insights with practical strategies and real-world examples, Ganesh has created a resource that is both informative and actionable. As he aptly puts it: “Disruption is not something to fear; it’s something to master.” For Indian entrepreneurs and executives seeking guidance in these dynamic times, Mastering Disruption offers more direction than inspiration, and should be read thus.
Mohit Hira is co-founder, Myriad Communications, and venture partner at YourNest Capital Advisors
Book details:
Title: Mastering Disruption: A Practical Guide to Understanding New-Age Business Models
Author: K Ganesh
Publisher: Penguin Random House
Number of pages: 224
Price: Rs 399