Being ‘disrupted’ can be a stressful experience if you happen to earn your bread in the industry being disrupted. Ask the advertising and marketing folks, who are trying to figure out to how (re)engage the digitally liberated consumer. But disruption is also about innovation. The right response is not to fight it; on the contrary, one should embrace the potential of the disruptive technology (the internet and all it implies) and use it to your advantage.  Look at what the music industry is finally doing.  But to stimulate innovation you need the right ecosystem. You need a system that brings people from various disciplines together, where ideas are shared, that in turn lead to new ideas, and where infrastructure and money is available to turn those ideas into projects and new business. Alain Heureux, boss of IAB Europe (the digital marketing trade association), is building such an ecosystem in Brussels, and it’s called the Egg. The point: to create golden eggs.