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Is That 'Disruption' Doing It for Ya?
By: Dwayne W. Waite Jr.
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One must tip their hat to AdLand and the Startup World. No one creates and sticks to buzzwords like these industries do.

Engagement. Lean. Horizontal. Flat. Content is King. Disrupt. Forward-thinking. New Age. Bottom Up. 

We could go on, but let's spare both of us the morning headache.

The thing is, both the startup world and AdLand see things so clearly in their own worlds that they forget to really see what else is going on everywhere around them. During our morning commute we heard Zuckerburg's sister, who recently launched a children's book Dot, and an adult book, Dot Complicated, to shed a not-so-obvious light on how something so "intuitive" can have serious negative affects on our traditional interactions.


When was the last time you stepped back to see how your actions were truly affecting the public? Hopefully, you see what you intended. If not, you now have the wonderful opportunity to adjust to make sure you fit your perceptions. 

Something to think about.

We all have our perceptions about what our actions are doing. Are we capturing the Twitter natives? Is traditional media really passing away? We won't know the answer to these questions unless we dig our heads out of the industry sand and experience it ourselves.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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