It even talks about how to use Disruption in the Information Age, which creative department can take advantage from advance technology to interact, communicate and provoke inspiration. Also it would help to store, present ideas, for instance, CD-Rom. But somehow, it is kind of burdensome to make it to a whole chapter.
However, some of the concepts are too similar and vague that they seems only created for the book. And some examples are used to explain different concepts, which may result some confusion. For example, Starbucks Coffee was used to explain Additions of Business Discontinuities, but also used to explain Viewpoint in the Vision chapter, which are different concepts. I think it is becuase this concept of Disruption only came from 2 articles printed on Wall Street Journal and La Fegaro, and the effort to expand it into a book centainly decreased its power.
But over all, this book is well written and very interesting to read, you couldn¡¦t put it down after you started it. I had already purchased the sequel of it, "Beyond Disruption", I hope there will be some latest view points and maybe solutions for some problems occered in the market after this book.
Mr. Dru's background is as the leader of a large advertising agency; so many of his examples come from this area. However, as he points out, taking the safe route in almost any business endeavor-product development, business process design or marketing communications-is often the most dangerous course. Because any business activity that fails to disrupt, i.e. break with the norm, is unlikely to attract much attention (or business). Which, at a time when revenue and earnings growth is stagnant for most firms, and the tools of financial engineering all but exhausted, would seem to point to this new "best practice". Read this book and then inject a massive amount of disruption into the thinking that powers your enterprise.
Dru often digresses into lengthy asides and stories that don't always illustrate or relate to her point. For example, I now know more than I care to know about her views on the differences between the American and European consumer. (Frankly she contradicts herself here.) Naturally there are cultural nuances that must be taken into account with most any marketing assignment, but having said that, she should have moved on and made that the subject of another book.
The important thing, in marketing and in business, is to sell product. No one cares much about winning awards, except for the creative and art directors. In the end, the consumer votes with his dollar, yen, peso or euro. That's the award that really counts, and toward that end, a little 'disruption' is a good thing!