Disruption: Typically a verb used to convey an annoying interference to your normal programming. Things we usually associate with disruption:

• Commercials—non-Super Bowl, of course
• Parents and/or Children—depending on what stage of life you’re at
• Heavy metal bands that practice in the garage next door at 3 a.m.—unless you’re in said heavy metal band or really enjoy nocturnal head-banging

But, as every fitness trainer knows, disruption is also crucial to sustained growth, agility and creating impact. Brands looking to achieve these goals should take heed.

Intentionally creating disruption is incredibly effective when done well. By purposefully breaking a routine, you force your muscles, or in the case of brands, the industry, to react. You discover and correct weaknesses. You create new strengths. You break through the noise of sameness. Impact achieved.

Making impact in the midst of grand branding chaos is a skill that is quickly gaining speed on being essential to creating and sustaining success. The theory of disruption can be applied to this scenario from both a product development and a marketing/advertising standpoint.

What do you need to understand in order to create effective disruption with your brand(s)?

First off, you need to adopt the “trouble maker” mindset. Commit to this role and execute it with zeal. It’s essential to your goal of causing big problems for your competition through innovative, game-changing products + marketing.

Next, you need to dedicate resources to research. You have to fully understand your industry to develop a product or campaign that will create waves of anxiety for everybody else. This falls under the theory of knowing all the rules, so you can successfully break them.

Finally, use the imagination and talent of your organization to work independent of the industry box. Don’t just think outside of it—throw it away. What needs are unmet in your niche? What’s the craziest idea you can come up with that will allow them to be fulfilled? Ultimately it’s these poppycock ideas that break boundaries. Especially when they’re astonishingly simple, elegant solutions to the question of “what if?”

Some stellar examples of disruptive innovation: Method’s super-concentrated laundry detergent pump, Nike’s waffle-soled running shoes, Volkswagen’s iconic “think small” ads, Truth.com's anti-tobacco campaign and Crystal Light’s single serving powdered drink mixes.

Like these groundbreaking brands, you too can be an agent of disruption in your industry. Start by adopting the role with pleasure. Continue by researching the process and your industry (Jean-Marie Dru’s book ‘Disruption’ is especially good). And then execute the no-box-allowed innovation process; rinse + repeat as necessary. Oh yes, and consider changing your middle name to “Trouble”—with a capital “T.”