Business leaders are too fixated on disruption instead of meaningful change

‘People 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 cliché of every ambitious business, founder, entrepreneur, and creative agency.