Title: Disruption : overturning conventions and shaking up the marketplace /
Authors: Dru, Jean-Marie
Publisher: John Wiley & Sons,
Year: 1996
Subjects: Advertising Cross-cultural studies.; Advertising agencies.; Creative ability in business.
Abstract: "Counter Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years--from Federal Express overnight delivery to Saturn's fixed sticker price--and you'll see a perfect example of the principle of disruption in action. Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not--unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru. To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking.^
Contents: THE ROAD TO DISRUPTION. -- Retrospective. -- Discontinuity. -- THE DISRUPTION DISCIPLINE. -- Disruption. -- Convention. -- Vision. -- DISRUPTION IN PRACTICE. -- Disruption Methodology. -- Disruption Sources. -- DISRUPTION AND THE ROAD AHEAD. -- Disruption in the Information Age. -- Disruption and the Role of the Agency. -- Acknowledgements. -- Bibliography. -- Advertising Campaigns. -- Index.