Defining Disruption: A Series
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. Disruption can be transformative, but if a clear definition is lacking in a desired context, activity may be doing more harm than good.
Here we begin to see the origins of disruption as a term in the immediate lexicon of business - and an honest look at the advantages and limitations of this model.