Business leaders are too fixated on disruption instead of meaningful change

Get the Full StoryPeople don t care if it s new. They care if it s better, says the cofounder of the London creative agency, Without. Sometimes, the route to success is simply doing something timeless really, really well.

Flicking through the fundraising pitch for a disruptive coffee machine on Kickstarter recently, it struck me how the embrace of disruption has become the unshakable clich of every ambitious business, founder, entrepreneur, and creative agency.

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