Disrupt typical market thinking to engender business success

Peter Harris

The article argues that disruption (upsetting the norms and conventions of thinking in a market) is essential for business success and can operate at various levels, for example, business, product, marketing and communication.

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...

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