should you disrupt? that’s the question for business leaders

Has the word "disruption" been thrown around so much that it's lost all its power? The idea of brand disruption has been thrust so far into the limelight, businesses are clamoring to disrupt without really knowing if it's the right business move to make. Brand disruption means breaking away from the marketing norm and doing things differently: differentiating your brand look and feel, your brand voice, how you design your packaging, how you advertise and, of course, creating an innovative product.