5 principles of creative disruption and how it can work for you

5 principles of creative disruption and how it can work for you

It’s a buzzword that you may or may not have heard, but what exactly is creative disruption and what can it do for you and your business, brand or workplace? 

Uber. Airbnb. Parkable. What do these businesses all have in common? They’re disruptors. How many times have you heard of a new app, business model or product and kicked yourself for not coming up with the idea first? The brains behind innovations such as these are disruptive in their thinking and not afraid to challenge the status quo.

5 principles of creative disruption 

By Luc Speisser, managing director (Paris and Geneva) of Landor, a global brand consulting firm

1 Frame the question, not the answer: Identify the right problems before creating the most innovative solutions.

2 Don’t schedule your ideas: Give yourself the freedom to come up with ideas wherever you’re the most creative (which may not be in the office).

3 Think outside the ‘group session’ box and mix teams to build ideas: Plan concepts individually before you brainstorm as a group. And ask people in other teams to contribute ideas – that guy from Accounts might be
just the ticket!

4 Let the brand be your master: A strong brand personality will serve both as a filter and as inspiration for new ideas.

5 Take risks in the real world: Once you’ve developed your ideas, test them in the real world with prototypes so people can experience a product and service, rather than a concept (see ‘Constructive play’ on the previous page for more on this idea).

Step outside your comfort zone 

At Microsoft, Bill Gates had a policy of taking an employee and putting them in a completely different department for a while so that ideas from one area were transferred to another. He did it just to see what happened. Sometimes it produced nothing but occasionally it produced amazing results – Extract from The Art of Creative Thinking by Rod Judkins

This originally appeared in the June/July issue of NADIA magazine.

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