VE, I T P U R S DIS I ANGE H E C G N S A E H L C REAT NOT AL SRUPTION C L DI L A T U B
Exploring how people, insights and brands can inspire change
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DISRUPTIO
finds tension in the status quo and strides out into the unknown is creative, seeking new ideas, new models, new paths towards a solution is in the business of progress – it challenges and provokes but with the purpose of building a better future is an involved, iterative and intuitive process of change; it is rarely linear
FREEDOM E V I T A E R TURE OF C D A L U C A SPACE, AN G N , I E M D I E T E S R B N NEED O FAIL DISRUPTIO
SS T WILLINGNE
To foster this we need to: • • • • • •
Take time to step back and see the bigger picture Encourage diverse thinking and wide-ranging perspectives Embrace the value of positive tension instead of aiming for consensus Scour the edges of creativity, not just the comfortable middle Engage others – creating and building with a broad range of skillsets Allow room to make mistakes and learn from them
How do we do this: GET AWAY FROM IT ALL – FIND NEW , ENVIRONMENTS OF NEW SOURCES NEW N, IO AT INSPIR ING WAYS OF WORK
BRING IN DIVERSE PERSPECTIVES CES AND EXPERIEN THE FROM ACROSS BUSINESS AND OUTSIDE
FIND SHARED PASSIONS AND GOALS TO HELP BREAK DOWN INTERNAL BARRIERS TO CHANGE
ENCOURAGE YOURSELF AND OTHERS TO TAKE RISKS AND EXPLORE BIGGER, BOLDER IDEAS
HE FIRE T G N I T H G LI
S WHEN WE GEST LEAP G I B E H T OTHERS WE MAKE ELIEF IN B D N A N O SI SPARK PAS
As leaders of disruptive change we need to: • • • • • •
Show passion, conviction and clarity of vision Distil the message; make it shareable Paint a picture of the future; show the impact of action and the consequences of inaction Share and build alongside others to drive engagement from the beginning Harness momentum and build excitement throughout Be creative in how we deliver our thinking – the medium can be as disruptive as the message
How do we do this: D CO-CREATE AN TH CO-DESIGN WI RS DE OL STAKEH SO THEY FEEL INVOLVED AND ENGAGED FROM EARLY ON
THE LOOK OUTSIDE SRUPTIVE DI R FO BUSINESS TO YS WA AND CREATIVE D IL BU D AN S SHARE IDEA E PL AM R EX INTEREST, FO S AND USING TEASER TRAILERS
AGE KEEP THE MESS Y OR AND THE ST TIMES SIMPLE - SOME IT STRIPPING MOST BACK IS THE ING DISRUPTIVE TH L OF AL
UR O Y D N A U O Y 4? 1 L 0 L 2 I W N I E HOW G N A CH E V I R TEAM D
Unit 18, Archer Street Studios, 10-11 Archer Street, London W1D 7AZ Jonathan Williams +44 7734 563 541 jonathanw@mash.uk.com Natalie Hughes +44 7966 579 522 natalieh@mash.uk.com