5 Ways to Think Like a Disruptive Force
4. How can we engage at a deeper level?
A CEO has the power to revolutionize the direction of the company—to remake it. An art director or marketing manager may find that difficult. But there are things within your circle of influence that you can push.
The marketing manager may have control over media-focus and where the money is spent. Can you create visibility and appetite for addressable TV? Is Wi-Fi identifier a better tech to use when driving to a retail location? Does it scale to your needs? Can an art director present ideas for geo-fenced mobile video? Of course!
These are not major disruptions, but they push the boundaries of what anyone can do to give the consumer more control and relevance. The cumulative effect: You’re more likely to discern the next leap forward before others do.
5. Do we question everything (and stay open to dangerous answers)
Get “we’ve always done it that way” out of your vocabulary. If you find yourself choosing a strategy by rote, or because you “know” it’s the best way to go, stop. It probably isn’t the best.
Think it through from the consumer’s point of view. Don’t just ask, “Does it make sense?” Look for problems. Remember, we are not our customers, and our pain points are almost never theirs. So much marketing just doesn’t make sense anymore given new audience expectations. Consumers know the possibilities. The question is, are we living up to them?
None of these are the instant path to becoming the next Uber, but when more people in an organization are thinking like disruptors, the level of achievement rises. Eventually, when you reach a critical mass, bit things start to happen. The only way to initiate disruptive market change is to start with yourself.
Working with everything from Fortune 500 companies to nonprofits, Paul Ford has been producing creative content for over two decades on both the agency and the client-side. He’s worked in just about every industry imaginable. Whether it’s telecom, insurance, or energy, his focus is always giving consumers something more than they expect from their marketing value exchange.