Over the past several years, disruptive innovation has become the new norm in business and marketing. Driven mainly by advances in technology – disruptive innovation, marketing and communications has infiltrated all aspects of our daily life. (By reading this, the early digital disruptors have proven the power of print in a new format, you are not sitting having coffee reading this on newsprint).
Disruptive innovation happens when a product or company emerges with a new product, often targeted at a new consumer and sometimes at a lower price point than previous similar type products. The change often happens swiftly and finds both early adopters and rapid consumer buy-in forcing similar competitors to adapt or perish.
Everything form Henry Ford’s assembly line Model T, to personal computers, the iPod and digital information sharing via the “internet of everything” has provided disruption in the marketplace.
Today, one needs to look no farther than the polling success of Donald Trump to see how his political campaign is using disruptive communication to gain PR momentum and attention in a very crowded space. With 18 candidates providing approved talking points and vying for the GOP nomination, public approval and fundraising dollars, it will be hard to stand out in the crowd of pressed white shirts and red, white and blue politico. (You right now might be thinking 18, really – who the hell are they…see).
What is clear is Donald Trump is standing out. Let’s count some of the reasons why.
- He doesn’t care what anybody thinks – so he’ll say what he wants to say, even when it’s inappropriate and proven to alienate and anger multiple important voting audiences.
- He may be rich – but he’s real. He says things that regular people say behind closed doors but are too well mannered or politically correct to say in public.
- He’s authentic. He doesn’t do a focus group to see if the talking points resonate with the audience before he speaks.
- He doesn’t want to conform – he recognizes that conformity has been a losing battle for the GOP and something has to change. He’s practically begging the other candidates to engage and non-corm as well to no avail. They are unwilling to give up the traditional political establishment.
- He doesn’t back down and back pedal when he’s pushed into a corner and others disagree. He continues forward and clarifies only what he believes is necessary.
- He isn’t trying to protect his current job, while working on getting a new one.
I could go on, but I’ll stop here because there is plenty to make the point. This isn’t about politics and it doesn’t matter if you are Republican or Democrat or if you like Donald Trump or despise him. It matters that you understand the power of disruption in the marketplace and how it can build your brand.
Disruptive innovators show us passion for their own convictions. They stand behind their products and ideas even in the face of criticism. They are not afraid to fail because they believe in what they say. They are true and authentic to the end and they believe in their position. Those with the courage to follow through often win rabid and loyal fans as they carve out a niche distinctly their own and many force change in the places they do business.
We often hear clients talk about change, some even mention innovation, but many continually come back to what others are doing. They bring articles about competitors, share like items, and resist finding their true customer while trying to be all things to all people. It’s exciting when new products, ideas and voices break through to show us something truly new.
Do you have what it takes to be bold and be disruptive? Are you passionate about your ideas and believe there is a place for them, different from that of your competitor? If so drop me an email and let’s chat because I’m fascinated by individuals that choose to stand out in the crowd.
Written by Melinda Goodman
Managing Partner
Melinda@FullTiltMarketing.net
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