Creative disruption

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Creative disruption (disruption concept in a creative context) was introduced in 1992 by TBWA's chairman Jean-Marie Dru. It refers to a radical change in a marketplace brought about by the overturning of existing conventions.[ citation needed ]

Contents

Origins

The word "disruption" was originally employed in the English language to describe dramatic events such as earthquakes or highly disturbing news. [1] It was originally used exclusively in a negative sense.

On 1 May 1992 Jean-Marie Dru launched the Disruption concept as a marketing tool by simultaneously publishing a full-page ad headlined "Disruption" in The Wall Street Journal , [2] the Frankfurter Allgemeine [3] and Le Figaro . [4] It explained BDDP's (now TBWA) disruptive methodology. [5] Jean-Marie Dru was the first to employ the word in the business world. As importantly, it was also the first time that the word was given a positive meaning.

Since then, the word was progressively adopted by the business community and has featured in countless press articles in publications such as Forbes, [6] Fast Company, [7] and AdAge. [8]

In 1996, Jean-Marie Dru published a book entitled Disruption: Overturning Conventions and Shaking Up the Marketplace in which he explained the Disruption methodology.

In 1997, Harvard Business School Professor Clayton Christensen co-authored with Joseph Bower, The Innovator's dilemma, a book about disruptive technologies and disruptive innovations.

Theory

The Disruption concept refers to the process of breaking conventions to accelerate movement to the future, without cutting off from the past. It applies to both business and marketing. As a methodology, it goes one step further than the concept of creative destruction. [9]

Professor Clayton Christensen has defined "disruptive innovation", and by extension disruption, in a different way. For him, disruption is the process of newcomers penetrating at the low end of a market and then moving up the value chain. Jean-Marie Dru has always promoted a broader definition and practical business applications. For him, Disruption, as a practical concept, is about bringing radical change, as opposed to incremental, linear change.

In marketing

Creative disruption is a phrase that has been used in the marketing world for more than a decade to describe the desired break in existing patterns of behavior of the target audience in response to a highly creative message (advertising). "Disruption" signals a departure from the norm. Disruptive messaging disrupts the mediocrity in the deluge of advertising the consumer encounters. Creative disruption helps disrupt the normal flow in the way a target processes a massive volume of marketing messaging, so they pause to consider the message they have received. [10]

Techniques employed in creative disruption are as boundless as creativity, but may include:

Jean-Marie Dru chairman of TBWA Worldwide gives his own definition of creative disruption in his book entitled Disruption: Overturning Conventions and Shaking Up the Marketplace published in 1996 and translated in twelve languages: "Disruption is a way of thinking defying conventions and creating new visions capable of making our clients' brands grow faster." [11]

The aims of creative disruption include:

In business

Creative disruption has also been used as a general business term to denote instituting challenge (disruption) within a business to break old corporate habits; this disruption is instituted by the institution itself (or its management) and requires the business to adapt and improve its business model so that it can better succeed. [13] Every business continues to adjust to disruptions, as competitors respond to a business' unique offering. Creative disruption helps a business gain a competitive advantage by seeking tipping points for improvement before competitors replicate and/or improve upon the business model [14]

"Creative disruption" as a term is sometimes confused with two other terms: "creative destruction" and "disruptive innovation", but can be easily differentiated by their goals:

Emergence and acceptance

In 1992, Disruption has been registered as a trademark in twelve countries including France, United Kingdom, Germany, Benelux, and Italy. In 2018, TBWA\Group is the owner of the Disruption trademark in 55 countries, including those of the European Union, the United States, Russia, India, Japan, Brazil, South Africa and Turkey. [1]

The Disruption methodology has three parts: convention, vision, disruption. It consists in identifying the cultural conventions around a brand, then defining a vision for it, and lastly developing a disruptive strategy. The purpose of this is to free the brand from existing conventions on the marketplace and to help it grow by building a new and engaging vision. [18]

The Disruption method is about breaking conventions, it is not about destroying a market. As TBWA's chairman Jean-Marie Dru said: "We have to draw a fine line between what should be changed and what should not be changed. And this is what Disruption, as a methodology, is all about." [19]

TBWA's Disruption can be used to deal with both "marketing and business issues". The Disruption methodology has been praised by personalities such as Richard Branson, Bill Taylor and Tom Peters. [20] [21]

The Disruption concept has progressively served as a key descriptor for business consultancies and analysts, and featured in several magazines including Fortune (who referred to Steve Jobs as the "Master of Disruption"), [22] Forbes, Fast Company, AdAge, Campaign, Le Nouvel Economiste, L'Expansion, Personnel, CB News, Harvard Business Review, The Economist and TechCrunch.

See also

Notes

  1. 1 2 Le concept de "Disruption" expliqué par son créateur, l'Obs, January 24, 2016
  2. ↑ ["Disruption"], The Wall Street Journal, 1/5/92
  3. ↑ ["Disruption"], Frankfurter Allgemeine, 1/5/92
  4. ↑ ['Disruption"], Le Figaro, 1/5/92
  5. ↑ A Counterargument To Clayton Christensen's Definition Of True Disruption, Forbes, December 17, 2015
  6. ↑ Spenner, Forbes, "Why You Should Create Disruption for Your Customer," September 12, 2012
  7. ↑ Baylis, Fast Company – Create, "What's Your 4G Marketing Plan – Interruption or Disruption?"
  8. ↑ McDermott, AdAge, "Mobile Ads More Disruptive Than TV Spots," December 12, 2012
  9. ↑ JEAN-MARIE DRU ON WHY DISRUPTION ISN'T DESTRUCTION, AdAge, September 12, 2016
  10. ↑ Kresse, Stirology, May 2013
  11. ↑ [Dru, Jean-Marie, Disruption: Overturning Conventions and Shaking up the Marketplace], Wiley & Sons, 1997, p. 62
  12. ↑ Lasker, Adweek, "Redefining 'Disruptive'", April 26, 2010
  13. ↑ Waldman, "Creative Disruption," 2010
  14. ↑ Rasheed, PhD, Innovation Stratege, 2012, ISBN   1469780445, pg. 49
  15. ↑ Cornwall, The Entrepreneurial Mind, May 2013
  16. ↑ Thurber, Ph.D., Do NOT Invent Buggy Whips: Create, Reinvent, Position, Disrupt, 2012, ISBN   978-098-3342434
  17. ↑ Christensen and Innosight, Forbes.com, "A Decade of Disruption," August 31, 2007
  18. ↑ La disruption, une méthodologie dynamique tournée vers la création, Innovationweek
  19. ↑ La disruption : une méthode qui fait son chemin, ou comment la rupture peut devenir une stratégie d'innovation ? Archived January 20, 2018, at the Wayback Machine , les Echos, November 7, 2016
  20. ↑ Jean-Marie Dru, [Disruption : Overturing conventions and shaking up the marketplace], John Wiley & Sons, 1996
  21. ↑ Jean-Marie Dru,[How Disruption brought order], Palgrave Macmillan, 2007
  22. ↑ Mastering the Art of Disruption, Fortune, January 30, 2006

Related Research Articles

Disruption, disruptive, or disrupted may refer to:

Disruptive innovation Technological change

In business theory, a disruptive innovation is an innovation that creates a new market and value network and eventually displaces established market-leading firms, products, and alliances. The term was defined and first analyzed by Clayton M. Christensen and his collaborators beginning in 1995, and has been called the most influential business idea of the early 21st century. Lingfei Wu, Dashun Wang, and James A. Evans generalized this term to identify disruptive science and technological advances from more than 65 million papers, patents and software products that span the period 1954–2014. Their work was featured as the cover of the February 2019 issue of Nature and was selected as the Altmetric 100 most-discussed work in 2019.

Innovation Application of better solutions that meet new requirements, inarticulated needs, or existing market needs

Innovation is the practical implementation of ideas that result in the introduction of new goods or services or improvement in offering goods or services. ISO TC 279 on innovation management proposes in the standards, ISO 56000:2020 to define innovation as "a new or changed entity creating or redistributing value". However, many scholars and governmental organizations have given their own definition of the concept. Some common element in the different definitions is a focus on newness, improvement and spread. It is also often viewed as taking place through the provision of more-effective products, processes, services, technologies, art works or business models that innovators make available to markets, governments and society. Innovation is related to, but not the same as, invention: innovation is more apt to involve the practical implementation of an invention to make a meaningful impact in a market or society, and not all innovations require a new invention.

Software development is the process of conceiving, specifying, designing, programming, documenting, testing, and bug fixing involved in creating and maintaining applications, frameworks, or other software components. Software development is a process of writing and maintaining the source code, but in a broader sense, it includes all that is involved between the conception of the desired software through to the final manifestation of the software, sometimes in a planned and structured process. Therefore, software development may include research, new development, prototyping, modification, reuse, re-engineering, maintenance, or any other activities that result in software products.

Clayton Christensen American academic

Clayton Magleby Christensen was an American academic and business consultant who developed the theory of "disruptive innovation", which has been called the most influential business idea of the early 21st century. Christensen introduced "disruption" in his 1997 book The Innovator's Dilemma, and it led The Economist to term him "the most influential management thinker of his time." He served as the Kim B. Clark Professor of Business Administration at the Harvard Business School (HBS), and was also a leader and writer in The Church of Jesus Christ of Latter-day Saints.

Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City.

TBWA Worldwide American international advertising agency

TBWA Worldwide is an international advertising agency whose main headquarters are in Midtown Manhattan, New York City, United States.

BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency originated in 1891 with the George Batten Company, and in 1928, through a merger with Barton, Durstine & Osborn (BDO), the agency became Batten, Barton, Durstine & Osborn. With more than 15,000 employees at 289 offices in 81 countries, it is the largest of three global networks of agencies in the portfolio of Omnicom Group.

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Brian Solis

Brian Solis is a digital analyst, speaker and author. He is a principal analyst studying disruptive technology and its impact on business at Altimeter Group, a research firm acquired by global brand management consultancy Prophet in 2015. Solis publishes annual industry reports that track technology and business trends and offer change management direction to companies. The author of several books discussing digital marketing, evolving business models, customer experience and brand innovation, Solis shares his research and insights as a frequent keynote speaker at technology, business and creativity events. His work is credited with influencing the early digital and social marketing landscape. Most notably, he is known for developing the Conversation Prism, “a visual map of the social media landscape,” in 2008 and revising/re-releasing it again in 2013.

Innosight is a strategy consultancy within Huron Consulting Group, advising enterprises on business strategy. Innosight was founded in 2000 by Harvard Business School professor Clayton M. Christensen and senior partner Mark W. Johnson. Innosight uses methods based on the concept of disruptive innovation, a theory defined by Christensen in his book The Innovator's Dilemma. The company headquarters is located in Lexington, MA, with additional offices in Singapore and Switzerland. Scott D. Anthony is the firm's managing partner.

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Scott D. Anthony is an author and senior partner at growth strategy consulting firm Innosight.

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References


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