Disruption spells the end for some, but complete glory for others. My thoughts, over the period of about a decade, on why we need disruption.

1. Technology allows brands to disrupt established patterns.
But technology is, quite literally, change.
And all the opportunity it creates isn’t fully available
under the old agency business model.
That’s because the old model follows outdated patterns,
ones that it set in the first place.
Yet, both brands and agencies need…
DISRUPTION FOR PURPOSE.

2. Innovation evolves. It’s always evolving.
Like disruption, it’s a continuing process.
That’s why we’re not done with creative development,
even when we’ve launched.
In fact, we’ll never truly be done because
we must keep listening and evolving.
“
”> Alexander Patterson

3. WHAT IS DISRUPTION FOR PURPOSE?
Disruption isn’t just to shake things up,
it must exist for real consumer needs.

4. Agencies need disruption:
to deliver unpredictable client work
in a predictable market.

5. It’s not enough to rely on old business models.
We’re here for a purpose –
to solve brand and marketing problems.

6. HOW SUSTAINABLE IS THIS MODEL?
> The agency tries to eat more and more client money.
> Is not held accountable for solving business challenges.

7. WHAT DOES DISRUPTION DO?
Disruption lets clients and brands
reach the right people at the right time.

8. It allows agencies to spend money judiciously
to connect people in pleasing and relevant ways.

9. (The agency model has to be more than
achieving bigger billings every quarter.)

10. WHY DO AGENCIES NEED DISRUPTION?
Because in the Digital Era,
disruption is one of the most powerful tools available.

11. Disruption lets smaller budgets
and better ideas, do more, for less.

12. Disruption empowers creatives to do
what they’re passionate about.

13. NAVIGATION IS THE CURRENCY.
When disruption is the brand goal,
navigation becomes the agency value.

14. Change doesn’t happen because people like it.
It happens because we see a better way.

15. Change shouldn’t kill the bottom line.
In fact, it should build it.
Less – but in the right places – is still more.

16. WHY DO SOME AGENCIES NEED IMMEDIATE SELF-DISRUPTION?
So they can scrutinize their own structures and models –
to understand their failings, and create real opportunities.

17. Because if they only play lip-service to disruption,
they’ll never break free from the status quo,
remnants from an outdated era.

18. Print, TV and radio reach mass audiences.
Communication is unidirectional.
Brands are mostly functional, but some become emotional.
THE PRINT ERA

19. The internet creates the always-on consumer.
Mass communication remains, but digital channels compete.
THE DIGITAL ERA

20. Communications become bi-directional.
The focus shifts from the brand to the individual.
Brands scramble to manage content.
Individuals start to act like brands.
Social listening gains importance.
Brands start to become more experiential.
Individuals build social currency.
Individuals become retailers.
THE SOCIAL ERA

21. Brands don’t influence people, people do.
UGC drives positive brand value/ people can be brand detractors.
Brands interact with people offline, bringing the experience full-circle.
People create the brands they want.
People connect for social causes.
THE PARTICIPATION ERA

22. A few thoughts across the span of about a decade, by Alexander Patterson.
DISRUPTION FOR PURPOSE.

23. Let’s be disruptive. But for a purpose. Always for a purpose.
DISRUPTION FOR PURPOSE.