To disrupt a business or industry is to do things differently; serve a market that previously couldn’t be served, or cater your product or service to fit another distribution model.
But in order to disrupt you first of all need to think differently, look at things differently, see your product or service from a different angle (maybe someone outside your industry should help you see it from a different point of view), and get comfortable with the idea that you will never “be done” or even reach your vision. Every challenge, project, brief, situation, product development and communication needs to come from “scratch” ; the scratch being a blank canvas for your thoughts about the task at hand.
In a workshop ten years ago we would call this “thinking outside the box”, but there is no box (!)
Tech, social media, product innovation and marketing communication are now so closely linked together, or in my opinion at least should be, that we need to look at the way we communicate a product or service just as different as the product innovation itself. And if you are exceptionally good at what you do you have a team that work closely together on all of the above.
I get extremely geeky excited every time I see communication that strives to be different. With the first obvious reward being attention, you of course need more than attention to get to the long term effect but without the attention there is no scale of your message and hard work.
With Cannes Lions coming up a lot of great work surfaces from around the globe. So here are a few examples of daring to be different.
Thanks to Adweek and Cleverism.com for inspiration.