Disruptive marketing means going after a target audience who isn't being targeted by the mainstream groups. Where did you get your version of "disruption" for this piece ? It seems like you switch back and forth from understanding that disruptive means going after the non-voters nobody else cares about and thinking it has something to do with positivity vs. negativity. The conservatives in Ontario have won most elections. Mcguinty won because he was able to make them crash and burn by being charismatic. He lost previously because he wasn't charismatic. It's the same reason Trudeau did so well this election. Every time he messes up he handles it so well that he gains more followers as his opponents get dramatic and come across as childish. If you checked the NDP's facebook page after the whole Elbow thing you would see comment after comment of NDPer's denouncing their party for being so ridiculous.