Decoding Disruption: Why Successful Brands Need to “Ride the Ripples”

Decoding Disruption: Why Successful Brands Need to “Ride the Ripples”

Last year, we started a journey to decode the concept of disruption. Through this research series, we’ve explored how consumers perceive the trend, what they believe it means for them, and how it’s shaping expectations for brands (for a refresher on the findings from the consumer phase, you can click here).

In our latest research report, we share the findings from the most recent phase of the study, which layers the consumer insights with the feedback we gathered from researchers and brands about how disruption is being discussed and acted upon within their businesses.

What really caught our attention is a disconnect, or perhaps more accurately a point of tension, between how researchers define disruption as a phenomenon and how they talk about disruptors in action. 

When it comes to the phenomenon of disruption, researchers used aggressive, large-scale, dramatic language. We call this Disruption with a capital D. It’s akin to a rock being thrown into water. 

But when these same individuals described the characteristics of the companies they consider disruptive, their language softened noticeably and focused on benefits. This is what we are calling lowercase d disruption; it’s the ripples created by the force of the rock.  

In our report, we dive further into the distinctions between Disruption and disruption and share how to capitalize on the 5 Ripples of lowercase d disruption. Because regardless of brand or industry, the trend of changing expectations is here to stay, and all of us can find the ripples to ride to drive growth for the future.