disruptive becomes an end in itself ?

This is the core of the next wave of media, marketing and advertising: self-directed messages and exposure. In the terms of Social Networking it is a “pull” message created by the viewer rather than a “push” message which is traditional commercial and advertising formats (that have been adapted by pop-up ads, banner ads, and the ultimate push: cold calls). These archaic forms of communications have been disrupted from their inception, and their efficacy has been diminished because of it. What the media now needs to learn is that in the “Empowered Disruption” phase there will be less hostility towards the brand and better conversion rates, which make their “advertising” campaigns for cost effective and more effective, period.

“The best way to create change is not to force it, but remove resistance to it.”