We are really pleased to have won the commission to carry out a brand review for Greenwich Dance.
Part of the brief includes using ‘disruptive thinking’ techniques to creatively review Greenwich Dance’s brand and ensure they are able to commission a new visual identity that captures the organisation’s history and carries them into the future.
This is an important time for Greenwich Dance and we are delighted to be part of their journey – and to have been given such an open and interesting brief. Ruth Harrison and I have been thinking hard about how we will fulfil it.
Disruptive thinking is an approach that was first coined by Clayton M. Christensen and applied to technology markets to create a new marketing and value chain that eventually disrupts the existing markets. Christensen realised that the approach could be applied to social change too as this article he co-authored in the Harvard Business Review sets out.
One of our favourite processes that we use with non-profits is an approach we call ‘reverse the rules’. It starts off with writing down the principles that guide a particular programme or area of work and then write down the literal opposite of that. For example, “This programme is only for children aged four to 11” might become “This programme is open to everyone, whatever their age.” We then support the group to discuss whether reversing the rules has revealed anything they hadn’t thought of before or whether it had confirmed elements of the programme. It’s good for taking an engaging ‘good fun’ approach to looking at work and freeing up ‘blocked’ thinking.
We will be looking at other approaches to and would love to hear about any disruptive thinking approaches others have used.Go Back