In this week's episode: Lenny Murphy, is joined by Jason Alleger, Senior Director, Consumer Insights & Strategy at Traeger Grills and an adjunct professor at Brigham Young University. Join us while Lenny and Jason discuss category disruption, how companies that do disrupt see the world and the problems they are solving, and the importance of storytelling to change a business, and the future of insights.In this episode we'll explore:Some disruptive companies (e.g., Uber, Netflix, Halo Top , Tesla, and Traeger Grills, of course) that solved consumer problems, changed lives and/or opened the door for consumer acceptance in declining categoriesAn amazing story about torch juggling and the five components of that, and any, story:  exposition, rising action, climax, falling action, and resolutionHow you unlock "delightful surprise" in storytelling instead of getting stuck in reporting by being mindful and thinking through it, deliberately, in advanceMany thanks to Jason, for being our guest. Thanks also to our host, Lenny Murphy, our producer, Karen Lynch, our editor, James Carlisle, and our sponsor, My-Take.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.