I can’t read a product paper, marketing presentation or blog anymore without seeing ‘disruptive’ being used every other paragraph. It’s possibly the most hyped word of 2015, and I really can’t wait for it to go away. No matter how many times I read it: it has a negative connotation. Initially I thought it was some weird sort of language gap between English and Dutch, where it somehow has a positive vibe to it in English. But a quick Google query shows that even the English dictionaries agree: first and foremost it’s negative, but “them business folks” want to attach a special meaning to it…
marketing
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