By Jean-Marie Dru
The sequel to the best-selling Adweek publication, Disruption, this publication indicates the broader software of the concept that because it impacts imaginative and prescient, procedure, creativity and media advertising. Jean Marie-Dru describes disruption as a common language of switch that enables advertisers from world wide to shape a standard approach. during this publication, Dru explores the wide-reaching ramifications of disruption: for example, how disruption should be obvious at paintings in rising, rebellious or unreceptive markets; how disruption can remodel imaginative and prescient into perception; how disruption can have an effect on verbal exchange and bring about cross-fertilization of rules; how disruption pertains to layout; examples of disruptive businesses and campaigns; and the way disruption can result in connectedness.
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Extra resources for Beyond Disruption: Changing the Rules in the Marketplace
It can be pointed out that a new type of monster lies in wait for us, not the ‘classical’ moral monster (if we can speak in such terms), but a technological monster, the result of systematic manipulations of the human species. Again it is necessary to take myth and reality into consideration. In this respect we will examine a ﬁrst myth, already two centuries old, but still vivid in our imagination. 23 If reading Mary Shelley’s book, Frankenstein or the Modern Prometheus, is enormously instructive, it is so, as we are about to discover, on account of its psychological and human profundity and not for the reason ordinarily put forward.
In other words, our humanity does not require that we take it on in extension or quantity, but in quality, with propriety – without, however, ignoring the hard realities. Thus we ﬁnd ourselves between two asymmetrical abysses. To choose the Good is not to be an angel. But having too much to do with the beast, we run the risk of no longer being in a suitable state from which to renounce it. Man is this middle course between the angel and the beast, this mixture of the two: Pascal had perceived how unstable this middle course is and how diﬃcult it is to ﬁnd equilibrium.
It can and must allow a critique of its most conventional forms, a reﬁnement of its senses and a distillation of its requirements. When all is said and done we debate and struggle over the limits of humanism on behalf of man, for an opening up of his horizon and for a liberation of his possibilities. But is this liberation of possibilities, this general loss of constraints under the inﬂuence of scientiﬁc progress and the rise of technology, not fraught with new dangers? Is the humanity of man not immediately subverted by ‘progress’ and ‘overcomings’ that could well prove to be – especially in the ultra-sensitive domain of our genetic capital and our biological identity – sordid regressions or even the invention of monsters never before seen?