New Singapore Company Promises to Disrupt the Word ‘Disrupt’
An invented start-up says the business world’s favourite verb has grown far too comfortable, and it plans to shake things up by banning it from its own pitch deck.
SINGAPORE — A brand-new and completely imaginary company, Unshakeably Pte. Ltd., launched this week with a single mission: to disrupt the word “disrupt.”
“For years everyone has disrupted everything, and nobody stopped to ask how the word felt about it,” said founder Marcus Ponderwell, the firm’s Chief Disruption Disruptor. “We are the first company to disrupt the disruptors. Then we will disrupt ourselves, probably by Thursday.”
The firm’s 41-slide pitch deck reportedly contains no product, no revenue and no use of the word “synergy,” which investors described as brave. Observers counted three separate pivots during the launch event’s coffee break alone.
At press time, Unshakeably had announced a strategic partnership with itself and a plan to rebrand as “Innovate,” pending approval from the word “innovate.”
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