The Ways to New

Chapter 19Disruption Strategy

Disruption helps us find new growth for our clients by defining strategies for their brands, by breaking conventions that surround them and by building powerful visions.

The methodology, as we have said, falls into three parts.

It starts with Convention. These are the “box” we need to think out of. We try to identify all the things competitors are currently doing. We discover the accepted wisdom the consumer is stuck in. And we find the baggage in the brand's history that is holding it down. The status quo is something you need to understand completely, before you can think of challenging or overturning it.

Then you need a Vision, to steer a brand toward. Emerging cultural signals help us understand the world a brand inhabits. They show what trends you want to respond to and benefit from.

In order to break Convention, and to move toward our Vision, we need to conceive an idea that is as provocative as it can be. We call this “the Disruption.” This is an original angle on the business that helps untie conventions it is trapped in and allow the brand to leap ahead of the competition.

Convention, Vision, and Disruption: taken together, these constitute our operating system. This is how we see the world. This is how we find growth.

Imagining a Vision

In a world where markets and competitors are changing so fast, the role of Disruption has pivoted. It has become vital that companies and brands create a rallying point, a focal point and this despite ...