Disruption, Broken Apart


We asked some people, and the consensus is that the word ‘disruption’ leaves a bad taste in the mouth.

We wanted to figure out why.

By modern standards, to disrupt is to throw a spanner in the works. To change things. To cause a ruckus. And yeah, if you go with that definition, disruption’s probably not going to be on your radar - or your shareholders’ radars - any time soon.

Which is why we use a different definition. It may be outmoded, and it may not be the working definition used by the masses, but we’ve got it highlighted proudly in our business dictionary.

To disrupt something is to break it apart.



If you’re a big business, it’s often impossible to get to the root cause of your problems. Hell, it’s often impossible to figure out what your problems are in the first place. We know this because we’ve heard it countless times, from brands all over the world.

‘We’re too busy to challenge things.’

’It’s not a high priority.’ 

‘This is the way we’ve always done it.’

(Do any of these sound familiar?)

If you’re anything like the hundreds of businesses we’ve spoken to, you’ve jumped from bandaid to bandaid, seeking the Holy Grail of business-fixes with limited success. The reason for that is pretty simple: you’re not digging deep enough. The fundamental base your business is built on may be out of whack. And most of the time, your real challenge is so fundamental that you don’t even think to rethink it.


The New Old Disruption

Which is where disruption comes in. The new old disruption. What you need is someone who isn’t afraid to ask ‘Why?’ of everything - from the biggest, boldest strategic ideas right the way down to the seemingly insignificant daily micro-habits and tasks. Until we understand why, we can never truly understand anything else.

But the key, as with many mindset shifts, is to take it that one step further. It’s not just about asking ‘Why?’; it’s about asking it again, and again, and again. And then once more for luck. It’s about stripping away all the distractions and excuses and surface level symptoms. Because when you know the base, primal, subconscious reason for your business’s existence, everything just makes sense. Your marketing strategy is obvious. Your problems are fixable. Your next technological innovation is a no-brainer. The story you’re trying to tell becomes as straightforward as an everyday conversation with an old friend.

‘Why?’ is not just a three-letter word, it’s the skeleton key to your highest potential. We’ve said it before, we’ll say it again: brands and businesses today have a responsibility to make a positive mark on the planet, not a negative one. Asking ‘Why?’ lets you figure out, to the letter, what your mark looks like, how to set yourself on a course to making it, and how to rally a loyal and passionate army of followers to support your cause.

Content used to be king. We don’t believe that’s true anymore. PURPOSEFUL content and brands are king. Disruption is its royal advisor. And ‘Why?’ is the wise council that dictates every move his majesty should make.


What now?

If you need someone to take your business apart (in the best and only way you’ll ever need), just drop us an email. We live to disrupt, and after one session, we think you will too. 


Louis Pollard