The team here at 20|20 has been on a journey to decode the concept of disruption (for a refresher on previous findings, click here and here). Through this research, we’ve explored how consumers perceive the trend and how researchers and brands are thinking about it and acting on it within their businesses.
Of all the insights from this undertaking, my favorite one is this: disruption is most effective when embraced as ripples within an organization. Disruption does not have to be a tidal wave; it is not always a massive upheaval. All too often I’ve walked into a client meeting and been asked how to solve the future of food…or soap…or transportation. That’s too lofty, too daunting and impossible.
Instead, disruption can be viewed as ripples – small, manageable, incremental adjustments. When done well, the ripples grow and expand, just like in a pond. And when that happens, consumers notice.
With that in mind, I invite you to explore The 5 Ripples of disruption. Based on our multi-year research endeavor, as well as our decades of experience working with some of the most successful brands in the world, we’ve identified five attributes that, used alone or in combination, can enhance your brand’s ability to become or remain disruptive.
We had no idea what we’d find when we set out to decode disruption, but it’s quickly become a topic I’ve grown passionate about. I’m always happy to discuss it, so please don’t hesitate to reach out to me at [email protected] if you’d like to continue to conversation.