"As to methods, there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble."
If I asked you to define disruption, would it be easy for you to outline a response? More importantly, would your definition match other people across departments in your agency or organization?
In strategy, language is hugely important, as is consensus. Problems tend to manifest when there isn't an alignment on key terms - different stakeholders have different definitions which means the application has the potential to break down.
In order to understand disruption, I have begun a series that takes a look at the varied definitions of the term, and how this differs across advertising, organizational strategy and the tech industry.