Through a Twitter update by Paul Sloane, I came across this article through which I learned about examples of companies challenging assumptions:
The Body Shop
Challenged the assumption that cosmetics had to be in expensive bottles.
Challenged assumptions by allowing customers to collect their furniture from the warehouse.
Challenged the assumption that a personal computer was functional and not aesthetic.
Challenged the assumption that it was necessary to issue tickets, allocate seats and sell through travel agents.
Regarding the last example, here are some more examples of companies challenging the way to get from A to B.
How do companies you work for challenge assumptions?