D Is for Disruption

"Disruption simultaneously means a break with the past, a leap beyond the present, and a move towards the future." Jean-Marie Dru

Disruption, in a nutshell

Disruption is a word that generates a great deal of ink today. But what does it really mean? Before the 1990s, the term carried a clearly negative connotation, used primarily in English-speaking countries — often in the context of disasters. In France, it appeared in technical vocabulary, denoting a break, a fracture, or a short circuit.

A turning point came in 1992. Jean-Marie Dru of the TBWA communications agency introduced disruption as an advertising methodology based on a "positive process of creative destruction" (Nicolas Bordas). The term took on a positive value, referring to advertising campaigns that broke the traditional codes of advertising — allowing a brand to move from standardisation to singularity. TBWA registered the Disruption® trademark in 1992 across 36 countries. As Nicolas Bordas explains in the interview we devoted to the topic: Disruption is a strategic, intentional, and positive break

And what does digital transformation have to do with it?

In the era of major technological upheaval we are experiencing, disruptive innovation breaks market codes by creating new business models and new uses. This gives rise to what is called usage innovation — as illustrated by the tablet created by Apple, the iconic iPad. It's worth noting that there are also incremental innovations, which differ from breakthrough innovations in that they optimise what already exists.

Disruption comes with a questioning of existing models within a market. Sometimes the market itself is shaken — as with urban car transport and Uber. Uberisation is the very symbol of the tidal wave that disruption can unleash. Today, the traditional taxi market must contend with this new competitor, not without difficulty. At the same time, disruption brings new models to life — as with BlaBlaCar, which created the carpooling market. With the rise of these digital-native players, some established companies have been forced to rethink their business model just to stay in the race.

In brief

Disruption offers us an essential lesson about digital transformation: beyond technologies, it is the creativity we put at the service of new uses that allows us to innovate.

Disruption and its key associated terms

#innovation #uberisation #creativity #designthinking #marketing

Further reading

New: 15 Disruptive Approaches to Innovation, by Jean-Marie Dru

Nicolas Bordas, the killer idea

Disruption: Breaking Conventions and Reshaping the Market

*
* *

Want to learn more about the challenges of digital transformation? Download our white paper: "Digitalisation: French SMEs at a Crossroads".

Access the White Paper

In this 98-page resource, you'll discover: the challenges and stakes of digital transformation, its specifics for each business function, and expert perspectives on the post-COVID challenges. [BONUS: insights from several experts on SME challenges in the post-COVID era]

Download