Decoding Disruption

Last year, our parent company, 20|20 Research, started a journey to decode the concept of disruption. This research series explored how consumers perceive the trend, what they believe it means for them, and how it’s shaping expectations for brands (to review the findings from the initial consumer phase, you can click here).

Now we’re happy to share the findings from the most recent phase of the study, which layers the consumer insights with feedback from researchers and brands about how disruption is being discussed and acted upon within their businesses.

What really caught our attention is a disconnect – or perhaps more accurately a point of tension – between how researchers define disruption as a phenomenon and how they talk about disruptors in action. 

When it comes to the phenomenon of disruption, researchers used aggressive, large-scale, dramatic language. We call this Disruption with a capital D. It’s akin to a rock being thrown in to water. 

But when these same individuals described the characteristics of the companies they consider disruptive, their language softened noticeably and focused on benefits. This is what we are calling lowercase d disruption; it’s the ripples created by the force of the rock.  

Click here to download your copy of the report. In it, you’ll learn more about the distinctions between Disruption and disruption and how to capitalize on the 5 Ripples of lowercase d disruption. Because regardless of brand or industry, the trend of changing expectations is here to stay, and all of us can find the ripples to ride to drive growth for the future. 

And of course, you can always contact us directly – we’re happy to share more about the research and how we’ve helped clients incorporate disruptive thinking into their own insights.