Lead with “constructive disruption” to bring innovation and disruption to companies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2019, 1:00 PM UTC

But operating as a disruptive organisation requires a mindset change.  

Marc Pritchard, chief brand officer at P&G while addressing the ANA Masters conference in Orlando said that P&G is taking newcomer competitors head on with “constructive disruption.” He noted that leading with such disruption can bring innovation and creativity “more inherent to startups” to multinationals.

Pritchard further noted that “It’s one thing to disrupt and destroy value, but our job is to disrupt in a way that drives growth and creates value.” However, working as a disruptive organisation requires a change in mindset.

Following this, he stated that P&G’s solution to beating startups was to start their own. Pritchard also spoke about doing away with unrequired ads through lean innovation as a brand building measure.

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