Being disruptive pays. Following the pack does not. At least not for most people. (See Contrarian or Follower.)
Starbucks – was a disruptor as it changed the habits of a generation (as did FaceBook, Google and so on). But what is new today becomes old tomorrow. Today’s revolutionaries are tomorrow’s Old Guard.
A great disruptor doesn’t just do more than interrupt; it can change the face of the landscape. This is particular true of the customer experience.
Starbucks changed how and where we socialise, Amazon... So while we can quote the big disruptors I think that we can all disrupt, especially if on a smaller stage.
You can zig when they zag. Go against the traffic. Challenge the notion of “that’s how we do it around here”.
Depending on your marketplace, think what would happen if you:
- Charged by ‘results only’
- Let customers decide what to pay
- Only work online or by phone
- Charged per 5 minute slots…
I am sure you get where I am coming from.
10 comments:
Yes - too many small businesses follow and don't try to bemore ambitious.
Enough.
Vive La Revolution
Pat
Maybe this is just a covert piece of self-promotion?
jez
On second thoughts I can see that my comments here were hiding behind anonymity so I rertract them.
This is, to be honest, a highly visible campaign and RC/DC are not being devious. You can collow RC's contrarian/follower in the Brighter Marekting book so nothing new here. Just a rehash of the purple cow philosophy (which was probably just a rehash of USPs etc etc
jez
PUNK business is what we want. To create, destroy!!!
But not such a bad idea if you think about it.
But how many can disrupt? and isn't the considered thinking to just nick someone else's idea and modify it a bit, nothing too radical.
See next post and one after it.
Or as my old creative director Steve Harrison put it 'relevant abruption'.
Too mnay businesses, too many marketing campaigns seek unwittingly or not, to blend in with the herd.
www.ideaswise.com
See next post and one after it.
But how many can disrupt? and isn't the considered thinking to just nick someone else's idea and modify it a bit, nothing too radical.
Maybe this is just a covert piece of self-promotion?
jez
Post a Comment