Get comfortable with being uncomfortable

Provide a safe space for open and honest dialogue that encourages both internal and external audiences to speak freely. Welcoming real feedback and diverse perspectives fuels innovation. For bonus points, collaborate and exchange knowledge with as many other brands as possible. It’s a win-win.

Focus on purpose instead of making noise

Prioritise purpose-driven thinking and reflection instead of putting on a show of disruption. Allocating time for abstract thinking around the “why” of disruption, rather than solely focusing on the “how,” will help you create more effective and sustainable change.

Take small, but meaningful steps in the right direction

People often don’t like change, especially if it’s insincere. It’s better to tread carefully and make slow, incremental changes that result in more effective, holistic disruption rather than rushing into an unconsidered approach. Take your time and be thoughtful.

Challenge your own status quo

Create time for personal growth, learning, and exploration. It’s well-known sometimes your best ideas come to you at the strangest moments, like in the shower or on a long walk. Block time for these moments in your calendar where necessary and attend events that will inspire your thinking.

Normalise failure with the 80:15:5 principle

Foster a culture that encourages risk-taking and disruptive ideas. If 80% of your comms efforts are played relatively safe, 15% can push boundaries a bit more and then you can really have some fun with the 5%. In the end, the 80% is all that really matters, and you might be surprised by the results from providing people with that 5% of creative freedom.

Align internal with external 

Before you can effectively communicate externally, you must have everyone singing from the same song-sheet internally – and your approach to internal engagement shouldn’t be too different to your external strategy either. Instead of emails and town halls, bring your brand’s vision and values to life by creating experiences that engage and inspire teams.

Think multi-audience as well as multi-channel

Adapt content and communication styles to better engage different generations and utilise as many channels as possible for internal and external communications. This requires an understanding of neurodivergence and how different audiences consume information. Tailor messages accordingly and as we always say: “meet your audiences where they are”.

If everyone disrupts, it’s not disruptive

Like we have all done at Brands at Brunch, your brand must develop its own perspective on disruption. Your particular style of disruption may be very quiet. For example, sometimes the absence of sound in a song can be more powerful than a note. Like Steve Jobs said, “Think Different”.

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