David Sable
Sep 29, 2016

In an age of disruption, what are we really disrupting?

It's time for "disruption" to be consigned to the business world's overflowing bin of buzzwords, writes David Sable, the chief executive of Y&R.

David Sable

Disruption is in the ether. Barely a seminar, a white paper or a creds document passes by without mentioning how our access to data and digital technology is disruptive and thus, in their view, transformative.

In fact, the word has become so overused, that it’s in danger of losing all of its real meaning. According to the Guardian, the Silicon Valley buzzword disruption has the aftertaste of a sucked battery. It doesn’t even mean...

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