Disruption

Advertising executive Jean-Marie Dru presents disruption as a method for spotting the culturally embedded conventions that shape standard business thinking and then overturning them to create a new vision for a product, brand or service. He cites Federal Express overnight delivery and the fixed sticker price at Saturn as examples. Dru supplies tools for identifying conventions, among them what if questions, multicultural analysis and a disruption bank, and applies them through dozens of international examples to strategy, marketing campaigns and operations. The book appeared in 1996 and has been translated into twelve languages.

Poke head of strategy Bogdana Butnar put it on her ultimate books to read list of advertising titles.