DISRUPT THIS!

Do you remember when synergy, bandwidth, and thought leader were the terms du jour? For the past few years it’s been “disruptive.” I fully respect and support the intentions behind that word. The intentions for companies to want to be disruptive, are justified. It’s very competitive out there and to capture the attention and business of the elusive human, it truly does take some level of disruption. What’s a disruptor? Apple in the seventies, eighties and nineties, Outback Steakhouse in the eighties and nineties, Chipotle in the nineties, Warby Parker, Kindle and UBER in the two-thousands, and Blue Apron today. All of these companies successfully created new markets, or at least surprised established ones.

There is business disruption and branding disruption. It’s easier to be a branding disruptor, however, it takes an executive culture willing to take the leap, assume responsibility and defend its decision. To be successfully disruptive, a brand must create a platform that is truly differentiating from its competitors, one that stands out within the industry, and one that pleasantly surprises people (not just its core customers). Disruption does not mean shocking, vulgar, or crazy to be crazy. The best disruption is the kind that delivers a uniquely authentic persona that moves people to feel, or react. 

The stock market clearly values companies that can deliver disruptive innovation. ~ Steve Blank

It's easier said than done. If your culture isn't a "disruptive" one, it's tough to fake it with consumers. It’s challenging for brands to connect with people when the disruption is perceived as inauthentic or contrived. But those truly committed to shaking things up, understand that to be disruptive you need to be brave, eccentric, confident, and a bit crazy. That's why many disruptive brands are still lead by their founders. If your founder is retired and racing cars in Monaco, there's still hope. It doesn’t have to be a revolution. Disruption comes in many forms and expressions. You can start with a little surprise, and then gradually work your way up to full disruption. The key is to find your comfort (disruptive) zone that is most authentic to your culture, brand, products and services, and then stick to your guns and don't apologize for it.