Being disruptive increases your brand value. But you can only define your approach to disruption once you have understood both the enemy and yourself. 

The word “disruption” has echoed persistently throughout the business world ever since the 1990s, when its long-held negative connotations were flipped to become positive. In 1992, Jean Marie Dru coined the term “creative disruption”, setting out the blueprint for TBWA that still holds true today. 

By Simon Carr 

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