Nopposites

One of the latest business buzz words is ‘disruption’. It means all sorts of things, including ‘changing the paradigm’ (ugh!), but essentiallly it means doing things differently, very differently... changing people’s perceptions, their behaviour... shocking them maybe. But at the end of the day it’s not any different to being different... differentiating as we called it in the ad business, so people would notice you.

I don’t like buzzword crazes. I like to leave them to the pretentious (pas moi même!). I’m too traditional for disruption, I’m happier doing the opposite.... ruption.

But the dictionary suggests that maybe I’m not!