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Creative disruption (disruption concept in a creative context) was introduced in 1992 by
TBWA TBWA Worldwide is an international advertising agency whose main headquarters are in Midtown Manhattan, New York City, United States. Since 1993, the agency has been a unit of Omnicom Group, the world's second largest advertising agency holding ...
's chairman
Jean-Marie Dru Jean-Marie is both a given name and a surname. Notable people with the name include: * Jean-Marie Carroll (born 1956), English musician and composer * Jean-Marie Abgrall (born 1950), French psychiatrist, criminologist, specialist in forensic med ...
. It refers to a radical change in a marketplace brought about by the overturning of existing conventions.


Origins

The word "disruption" was originally employed in the English language to describe dramatic events such as earthquakes or highly disturbing news.Le concept de "Disruption" expliqué par son créateur
l'Obs, January 24, 2016
It was originally used exclusively in a negative sense. On 1 May 1992
Jean-Marie Dru Jean-Marie is both a given name and a surname. Notable people with the name include: * Jean-Marie Carroll (born 1956), English musician and composer * Jean-Marie Abgrall (born 1950), French psychiatrist, criminologist, specialist in forensic med ...
launched the Disruption concept as a marketing tool by simultaneously publishing a full-page ad headlined "Disruption" in ''
The Wall Street Journal ''The Wall Street Journal'' (''WSJ''), also referred to simply as the ''Journal,'' is an American newspaper based in New York City. The newspaper provides extensive coverage of news, especially business and finance. It operates on a subscriptio ...
'', '' the Frankfurter Allgemeine'' and ''
Le Figaro () is a French daily morning newspaper founded in 1826. It was named after Figaro, a character in several plays by polymath Pierre Beaumarchais, Beaumarchais (1732–1799): ''Le Barbier de Séville'', ''The Guilty Mother, La Mère coupable'', ...
''. It explained BDDP's (now TBWA) disruptive methodology. 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, Fast Company, and AdAge. 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 Harvard Business School (HBS) is the graduate school, graduate business school of Harvard University, a Private university, private Ivy League research university. Located in Allston, Massachusetts, HBS owns Harvard Business Publishing, which p ...
Professor
Clayton Christensen Clayton Magleby Christensen (April 6, 1952 – January 23, 2020) 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 c ...
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. 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 The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of cons ...
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. Techniques employed in creative disruption are as boundless as creativity, but may include: * Contrasting messaging * Unusual or out of place presentation or placement * Exaggerated presentation * Intensely targeted messaging 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." The aims of creative disruption include: * Developing marketing messages which will be remembered and acted upon (which will improve performance/ROI of marketing expenditures). * Improving brand perceptions and other market indicators (e.g., awareness, understanding, interest, engagement, etc.). * Disrupting the flow of traditional marketing strategies to make existing business and marketing techniques obsolete. * Creating new business innovations that lead to new markets and new marketing techniques.


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 A business model describes how a Company, business organization creates, delivers, and captures value creation, value,''Business Model Generation'', Alexander Osterwalder, Yves Pigneur, Alan Smith, and 470 practitioners from 45 countries, self-pub ...
so that it can better succeed. 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 "Creative disruption" as a term is sometimes confused with two other terms: "
creative destruction Creative destruction (German: ''schöpferische Zerstörung'') is a concept in economics that describes a process in which new innovations replace and make obsolete older innovations. The concept is usually identified with the economist Josep ...
" and " disruptive innovation", but can be easily differentiated by their goals: * In creative destruction, the goal is to tear down/clear away the existing so that a new foundation can be built, and the economy can expand. * In creative disruption, the goal is to expose flaws in the current business model, highlight areas where improvement/changes are needed, and to help inspire adaptation of the business model for future growth. * In disruptive innovation, the goal is to bring about a new market entirely, such as the development of the consumer camera in 1888 by
Kodak The Eastman Kodak Company, referred to simply as Kodak (), is an American public company that produces various products related to its historic basis in film photography. The company is headquartered in Rochester, New York, and is incorporated i ...
or the use of the internet to conduct online trading for collectibles by
eBay eBay Inc. ( , often stylized as ebay) is an American multinational e-commerce company based in San Jose, California, that allows users to buy or view items via retail sales through online marketplaces and websites in 190 markets worldwide. ...
in the 1990s. Quartz movements in watches disrupted the watch industry.


Emergence and acceptance

In 1992, Disruption has been registered as a trademark in twelve countries including
France France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...
,
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
,
Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...
,
Benelux The Benelux Union (; ; ; ) or Benelux is a politico-economic union, alliance and formal international intergovernmental cooperation of three neighbouring states in Western Europe: Belgium, the Netherlands, and Luxembourg. The name is a portma ...
, and
Italy Italy, officially the Italian Republic, is a country in Southern Europe, Southern and Western Europe, Western Europe. It consists of Italian Peninsula, a peninsula that extends into the Mediterranean Sea, with the Alps on its northern land b ...
. In 2018, TBWA\Group is the owner of the Disruption trademark in 55 countries, including those of the European Union, the
United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
,
Russia Russia, or the Russian Federation, is a country spanning Eastern Europe and North Asia. It is the list of countries and dependencies by area, largest country in the world, and extends across Time in Russia, eleven time zones, sharing Borders ...
,
India India, officially the Republic of India, is a country in South Asia. It is the List of countries and dependencies by area, seventh-largest country by area; the List of countries by population (United Nations), most populous country since ...
,
Japan Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...
,
Brazil Brazil, officially the Federative Republic of Brazil, is the largest country in South America. It is the world's List of countries and dependencies by area, fifth-largest country by area and the List of countries and dependencies by population ...
,
South Africa South Africa, officially the Republic of South Africa (RSA), is the Southern Africa, southernmost country in Africa. Its Provinces of South Africa, nine provinces are bounded to the south by of coastline that stretches along the Atlantic O ...
and
Turkey Turkey, officially the Republic of Türkiye, is a country mainly located in Anatolia in West Asia, with a relatively small part called East Thrace in Southeast Europe. It borders the Black Sea to the north; Georgia (country), Georgia, Armen ...
. 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. 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." 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 Sir Richard Charles Nicholas Branson (born 18 July 1950) is an English business magnate who co-founded the Virgin Group in 1970, and controlled 5 companies remaining of once more than 400. Branson expressed his desire to become an entrepreneu ...
, Bill Taylor and
Tom Peters Thomas J. Peters (born November 7, 1942), an American writer on business management , business-management practices, became best-known for his 1982 book ''In Search of Excellence'' (co-authored with Robert H. Waterman Jr.) Life and education ...
. 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"),Mastering the Art of Disruption
Fortune, January 30, 2006
Forbes, Fast Company, AdAge, Campaign, Le Nouvel Economiste, L'Expansion, Personnel, CB News, Harvard Business Review,
The Economist ''The Economist'' is a British newspaper published weekly in printed magazine format and daily on Electronic publishing, digital platforms. It publishes stories on topics that include economics, business, geopolitics, technology and culture. M ...
and
TechCrunch TechCrunch is an American global online newspaper focusing on topics regarding high tech, high-tech and Startup company, startup companies. It was founded in June 2005 by Archimedes Ventures, led by partners Michael Arrington and Keith Teare. I ...
.


See also

*
Blockchain The blockchain is a distributed ledger with growing lists of Record (computer science), records (''blocks'') that are securely linked together via Cryptographic hash function, cryptographic hashes. Each block contains a cryptographic hash of th ...
*
Counter-culture A counterculture is a culture whose values and norms of behavior differ substantially from those of mainstream society, sometimes diametrically opposed to mainstream cultural mores.Eric Donald Hirsch. ''The Dictionary of Cultural Literacy''. Ho ...
*
Counter-protest A counter-protest (also spelled counterprotest) is a protest action which takes place within the proximity of an ideologically opposite protest. The purposes of counter-protests can range from merely voicing opposition to the objective of the ot ...
*
Creative destruction Creative destruction (German: ''schöpferische Zerstörung'') is a concept in economics that describes a process in which new innovations replace and make obsolete older innovations. The concept is usually identified with the economist Josep ...
* Exposé *
Fanzine A fanzine (blend word, blend of ''fan (person), fan'' and ''magazine'' or ''zine'') is a non-professional and non-official publication produced by enthusiasts of a particular cultural phenomenon (such as a literary or musical genre) for the pleas ...
*
Internet radio Internet radio, also known as online radio, web radio, net radio, streaming radio, e-radio and IP radio, is a digital audio service transmitted via the Internet. Broadcasting on the Internet is usually referred to as webcasting since it is not ...
* Marketing warfare strategies *
Podcast A podcast is a Radio program, program made available in digital format for download over the Internet. Typically, a podcast is an Episode, episodic series of digital audio Computer file, files that users can download to a personal device or str ...
* Politainment * Pulp novels * Social activism


Notes


References

* Spenner, P., Forbes, "Why You Should Create Disruption for Your Customer," September 12, 2012, https://www.forbes.com/sites/patrickspenner/2012/09/27/why-you-should-create-disruption-for-your-customer/ * Baylis, Fast Company Create, "What's Your 4D Marketing Plan – Interruption or Disruption?," http://www.fastcocreate.com/1682362/what-s-your-4g-marketing-plan-interruption-or-disruption * McDermott, AdAge, "Mobile Ads More Disruptive Than TV Spots," December 12, 2012, http://adage.com/article/digital/mobile-ads-disruptive-television-spots/238730/ * Lasker, Adweek, "Redefining 'Disruptive'," April 26, 2010, http://www.adweek.com/news/advertising-branding/redefining-disruptive-102161 * Creative Disruption by Simon Waldman, Sep 2010, Paperback, , Financial Times / Prentice Hall * School of Entrepreneurship in the Arts & Technology https://web.archive.org/web/20130816104513/http://arts-tech.org/our-programming/creative-disruption * Burns, C., Insurance Networking News, "An Introduction to Creative Disruption," January 27, 2012, http://www.insurancenetworking.com/blogs/celent-disruption-innovation-insurance-technology-29807-1.html * Rasheed, Ph.D., Innovation Strategy, 2012, {{ISBN, 1469780445, pg. 49 * Jean-Marie Dru, Disruption : Overturning Conventions and Shaking Up the Marketplace, John Wiley & Sons, 1996 * Joseph L. Bower et Clayton M. Christensen, "Disruptive Technologies: Catching the Wave", Harvard Business Review, 1997 * Clayton M. Christensen, The Innovator's Dilemma : When New Technologies Cause Great Firms to Fail, Harvard Business School Press, 1997 * Jean-Marie Dru, Beyond Disruption: Changing the Rules in the Marketplace, John Wiley & Sons, 2002 * Jean-Marie Dru, The Ways to New: 15 Paths to Disruptive Innovation, John Wiley & Sons, 2017 Innovation