We’re living in an era of constant disruption. Since the beginning of this century, we’ve seen disruption hitting all industries and it’s forcing brands to seriously look at how they’re functioning. Mobile disruption is touching every facet of our lives. It’s changing the way we live, hopefully, it’s improving the quality of our lives. It’s changing the way we work, how we work, how we communicate. At its core, disruption is about choice. It’s about putting the audience at the center of the experience. If there’s one thing that’s clear about communication in 2018 and beyond, it’s that we can’t make our audience fit into the systems and rules that we think they should be in. In this episode, Michelle and Steve examine the role disruption has played in brand communication and our daily lives, and how creatives can be proactive in their efforts to meet their audience’s needs.