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The definition of disruption has become diluted by our industry’s obsession with turning well-intentioned concepts into overused buzzwords.
You’ve almost surely been in a briefing where the ask has been some form of disruption: disrupt creativity, disrupt the internet, disrupt culture, disrupt the way we use X product in Y space. This isn’t just about creativity. As someone who has navigated four disciplines within advertising, I’ve seen disruption falter in practice from strategic, managerial, creative and people standpoints.
Disruption
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