What does it mean to be a disruptor?

Identifying gaps the incumbent fails to see and transforming the market with a game changing concept are key to becoming a disruptive brand with the ability to stay ahead of the chasing pack.
That is the opinion of six executives from six of the 100 Disruptive Brands, a list of companies blazing a trail in their respective sectors unveiled by Marketing Week in partnership with Salesforce earlier this year.
“Being disruptive crucially means setting the agenda other people try to