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Disruption is at once a method, a way of thinking and a state of mind. It is a manner of questioning the way things are, of breaking with what has been done and seen before, of rejecting the conventional.
With these words Jean-Marie Dru began the preface of his 1996 best-selling book Disruption, a 250-page examination of the brand-building process and the methodology of breaking out of creative ruts. It is a theory based on risk taking and breaking the rules–just what Lee Clow emphasized in an internal memo confirming Dru’s appointment as the new president and worldwide CEO of the agency.
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