Disrupt typical market thinking to engender business success
Peter Harris
At TBWA we say that the aim of Disruption is to 'create a larger share of the future'. This means creating more business success, probably more market share and possibly redefining the market – so not necessarily simply creating a 'larger share of the market'.
The approach is called Disruption (1) because the intent is to disrupt the conventions of a marketplace to create business success.
You cannot outperform a market if you adhere to its conventions (2).
EXAMPLES OF DISRUPTION
Disruption is wider in scope than traditional approaches to...