UNDERSTAND THE SOURCES OF DISRUPTION AND VIABLE RESPONSES For the first time in history we have three generations working side by side: The ‘write me’ baby boomer. The ‘call me’ X gen. The ‘email me’ Y gen. The ‘text me’ millennials. As discussed at length in my lead article this week (in THE REPORT) the […]

UNDERSTAND THE SOURCES OF DISRUPTION AND VIABLE RESPONSES For the first time in history we have three generations working side by side: The ‘write me’ baby boomer. The ‘call me’ X gen. The ‘email me’ Y gen. The ‘text me’ millennials. As discussed at length in my lead article this week (in THE REPORT) the world is changing, and the speed of change is increasing. Ignoring disruption is not an option, adjusting to it is not ideal – while leveraging it can lead to greater and sustained profitability. I would argue that the first requirement for any business serious about leveraging disruption is – understanding the DRIVERS of and viable RESPONSES to innovation. The causes of disruption and the innovation that leads to it include: Consumers. Competition. Technology. The importance of the consumer and his or her needs is the key to all great marketing and it is no less…