Creative disruption

High school (ages 12+)
Thinking & Learning

Name:

Date:

Step 1 · Read the article

Open the article and read it at the level above. Then answer the questions below in your own words.

https://smallwhale.org/articles/creative-disruption

1. What is the conceptual origin?
2. What is the core principle?
3. Who first talked about creative disruption and when?
4. Why do companies use creative disruption instead of just improving old products?

Write what each word means, using the article.

Do not copy the article. Write two things you learned, the way you would explain them to a friend.

Answers below are taken from the article’s stored facts, so they match what the student read.

1. What is the conceptual origin?Introduced in 1992 by Jean-Marie Dru, Chairman of TBWA
2. What is the core principle?Radical transformation of a marketplace by overturning established conventions
3. Who first talked about creative disruption and when?Jean‑Marie Dru first said the idea in 1992. He looked at how some companies changed whole markets by breaking old rules.
4. Why do companies use creative disruption instead of just improving old products?Because it can give a real advantage by making a whole new category instead of just a better version of the same product. It shows that the best win is to change the game, not just improve it.

Marketplace Conventions: The deeply ingrained, often unspoken, rules, practices, and assumptions that govern how a particular industry operates.
Radical Change: A fundamental and transformative alteration to existing structures, processes, or paradigms, rather than an evolutionary improvement.
Incumbents: Established companies or organizations that hold a dominant position in a particular market or industry.