By Mark Ritson

Is there a more overused word within the current marketing lexicon than disruption? It seems to have trumped old favourites like synergy and innovation to become the undisputed champion of business bullshit. It’s no longer good enough to talk about competing in a market, one must disrupt it. An innovative new product is somehow secondary to a disruptive one. Even good old office flatulence is out of fashion these days. Marketers no longer fart, they use self-generated methane to disrupt their underwear.

Despite its undoubted buzzword status, there are certain industries where disruption is no longer a laughing matter.

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Source: Marketing Week