Disruption

The truth is that most companies within any given category are fighting for the same thing – acquiring additional customers, retaining existing customers, selling more, selling at a higher price, selling at a lower cost, or a mixture of the above.

Consequently, these companies inevitably face similar issues at similar times- so they issue similar briefs from which similar agencies deliver similar solutions...

We have developed a way to break out of this cycle of similarity – a tool for challenging the unwritten rules governing the dynamics of a brand's marketplace. Because doing the same thing over and over yet expecting different results seems like a good definition of insanity to us.

We call this driver of inspiring, refreshing and market defying ideas Disruption.

Talk about change and being different has gone into overkill recently, but disruption isn't about being different for difference's sake, doing wacky ads and zigging just because the other guys are zagging.

It's the art of asking better questions.

Only by challenging conventional wisdom can we develop truly visionary ideas that have the power to help our clients' businesses grow.