I hear from brands, “I want to be the next Old Town Road.” In other words, the Next Big Thing, the hit of the summer, the viral sensation everyone’s talking about.They throw out the word “disruption.” Heck, sometimes this even pops up on the brand’s website: “our goal is to disrupt the CRE industry!”
But what does 'disruption' look like? Is it going viral, starting a new trend? At ATYPICAL,our whole philosophy is around doing sales and marketing differently from everyone else. But what does that really mean, in action?
To be a “disruptor” in a business/industry essentially means to implement something that fundamentally changes the way we operate/do business. It displaces the existing market leaders. Examples:
● Social media disrupted the way we communicate with our audiences.
● Mobile phones disrupted when/how we communicate with our audiences and how they engage with us.
● The cloud disrupted where we could work, how much info we can store, data processing and analysis, etc.
● Airbnb disrupted the hotel and hospitality industry.
Disruptors are often seen as rogues. They’re outsiders to the industry they’re reshaping or creating.
Disruptors also generally have a bigger “why.”They’re not in the game to make millions (although it could be a nice after-effect.) They got started for some other reason. In Forbes, Hint founder Kara Gold talked about how disrupting the beverage industry was only part of her motivator; the other was to impact America’s “skyrocketing rates of diabetes, obesity, and nutrition-related disease.”
At ATYPICAL, we’re rethinking how companies market CRE tech and industry services. Helping others expand their voice is part of our mission to make the whole commercial real estate industry thrive.
So to be considered a disruptor, you’ve got to bring something fundamentally different to your industry or niche. And you can’t stop there. You’ve got to keep innovating because once your ground-shaking solution is out there, someone will be at your heels trying to outdo you.