Disruptive innovation
Will NichollsDare
Agencies assist client innovation through small, incremental improvements, mainly in communications. The time has come to move from 'sustaining' to 'disruptive' innovation.
Creative agencies have always been good at innovation. However, the need for predictable growth has meant that creative agencies have been sucked into focusing almost exclusively on the type of innovation that our clients think they need – that is, small, incremental improvements to what we did yesterday; a slightly more original TV ad, a responsive website design, and so on. We have become experts at Clayton Christensen's 'sustaining' innovation.
This focus has...