The Disruptors Will Inherit The Earth !

We live in the midst of one of the more tectonic disruptions in consumer behavior and its corresponding effect on brands and the business around them. Having said that, at the heart of every disruption there lies an opportunity to innovate and create differentiation. Brands are looking for partners who can help them work their way through the ambiguity that surrounds them. With so much changing and everyone needing to blaze new trails there are no true experts now since everyone is learning and applying.  The realm of service providers won’t be the answer and true partners need to surface. Different contexts take different attributes to succeed and so is the case here. Simply put, disrupted times need disruptive thinking.

The agency business  is a skill driven space and the impact created is the cumulative effect of the talent they have in terms of  how they think as individuals and as a collective. The core difference in the mindset of a partner as opposed to that of a service provider is in being comfortable being a disruptor rather than only a conformist. The disruptors are the troublemakers who won’t take status quo as a given and will challenge their environment with their thinking. They are constantly curious about how the envelope can be pushed further. They revel in ambiguity and see it as a chance to define a new normal. They will take the lead and not wait for someone to define the path. They back themselves to win and so are comfortable taking the risk and putting themselves out there. It is very entrepreneurial and that is because they are driven by passion to create an impact. They are hungry for impact but are also looking to co-create. They have conviction in their beliefs but also understand the power of the team.

 If everyone operates with this orientation, the value created is going to be massive and will reset the definition of what a partner should look like and behave. The impact this will have on the business of the clients and their consumers will be beyond extraordinary.

So, the question we have to ask ourselves is that are we being a disruptor and making trouble to drive far greater success?