Discontinuity of success

"Certainty is nothing but a lack of imagination": this sentence by the philosopher Descartes was written behind the ears of thousands of advertisers worldwide in 1996, as it was at the heart of "Disruption" and elegantly summarized the creative principle of this guide to breaking the rules. The fact that breaking communicative conventions and traditions sometimes resulted in major commercial successes was by no means new at the time. But before Jean-Marie Dru, no one had ever put this insight into such a simple and impressive term. The textbook by the current CEO of the TBWA agency network impressed advertising assistants and clients alike. No wonder the resourceful Frenchman followed up with "Beyond Disruption" in 2002. The fact that the second book was not even translated into German is probably due to its lack of explosive power. Learn: Even the best word powder is quickly wasted in this industry.
> Disruption: Breaking the rules and shaking up the market by Jean-Marie Dru. Campus Verlag, Frankfurt a.M. 1997. 280 pages, originally 73 francs. (Now out of print, but available cheaply and well in antiquarian bookshops).
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