The Ways to New

Conclusion

This book has shown how Disruption® can help marketing executives in their quest for corporate growth.

Disruption Strategy offers them the prospect of a larger share of the future for their brands. Disruption Live provides the tools needed to place their company's quest for growth within the context of current popular culture. Disruption Paths can induce them to restore innovation to its rightful place at the heart of their activities.

In concluding, I would like to refer to three questions that often arise when we outline our method. What are the boundaries of Disruption? What part has Disruption played in our TBWA culture? And how does Disruption help chart a course through the increasingly complex maze that the world has become?

Initially, Disruption was designed for advertising. Then it became a catalyst for business as a whole. We now know it can jump-start change inside companies. In this sense, it is related to other problem-solving techniques.

The classic Convention-Vision-Disruption sequence has proven effective beyond its original communications function. It has stimulated innovation in fields as diverse as the search for new retail distribution networks, R&D prioritization, diversification policies, reorganizing HR, developing investment analyst presentations and the establishment of a common culture in newly merged companies.

We have organized Disruption Days for national governments in Finland and Thailand. In both these countries, and clearly for quite ...