Disruptors Unite: Why Targeting Visionaries Is the Future of Business Success

“We are the music makers, and we are the dreamers of dreams.” — Willy Wonka

Credit: bakhtiar_zein

Introduction

In the dynamic realm of business and innovation, where change is the only constant, disruptive ventures face a pivotal question: should you set your sights on eager early adopters or venture into the exhilarating world of disruptors?

While early adopters hold undeniable value, this article invites you to think differently and explore why disruptive ventures should fervently prioritize disruptors. In the pages ahead (it’s short), we’ll not only demystify the distinction between these two groups but also equip you with actionable insights that promise to revolutionize your approach to reaching disruptors.

So, buckle up for a journey into the heart of innovation, where disruptors await, poised to shape the future of your venture in ways you never thought possible.

But first…

What does it Mean to Be Disruptive?

Being disruptive, in the context of business and innovation, means introducing significant changes, innovations, or new approaches that challenge the established norms, practices, and traditions within a particular industry or market. It involves breaking away from the status quo to create a substantial and often transformative impact.

Here are key characteristics and aspects of disruptive innovation:

• Challenge the Status Quo: Disruptive innovations challenge the existing way of doing things. They question traditional processes, products, or services, and propose a new and often more efficient or cost-effective alternative. (Example: Napster)
• Accessibility and Affordability: Disruptive innovations typically make products or services more accessible and affordable to a wider audience. They democratize access, allowing a broader range of people to benefit from the innovation. (Example: Google’s Gmail and G-Suite)
• Market Transformation: Disruptive innovations have the potential to reshape entire markets or industries. They can lead to the decline of established companies that fail to adapt and the rise of new, disruptive players. (Example: Netflix)
• New Business Models: Disruptive innovations often come with new business models that challenge conventional revenue streams. They may involve subscription services, freemium models, or other creative approaches (Example: Salesforce SaaS).
• Satisfying Unmet Needs: Disruptive innovations often address unmet needs or underserved segments of the market. They identify gaps or pain points and offer solutions that resonate with customers. (Example: Uber, Spanx)
• Rapid Adoption: Disruptive innovations tend to gain traction quickly, often starting with niche markets or early adopters and gradually expanding to mainstream acceptance (Example: AirBnB)
• Risk and Uncertainty: Pursuing disruptive innovation carries risks and uncertainties. Not all disruptive ideas succeed, and there can be significant challenges in execution. (Example: Apple’s Newton)
• Continuous Iteration: Disruptive companies often focus on continuous iteration and improvement. They embrace a culture of experimentation and adaptability to stay ahead. (Example: Toyota)
• Long-Term Vision: Disruptive innovation often requires a long-term vision. Success may not be immediate, but disruptors are willing to invest in the future. (Example: Amazon)

Examples: Examples of disruptive innovations include the online shopping, electric cars, smartphones, and ride-sharing platforms. These innovations fundamentally transformed their respective industries.

Ok, but what’s the difference between an early adopter and a disruptor?

Early Adopters vs. Disruptors

Credit: IT Black Spot on 14/12/2017

Early Adopters

Early adopters are those individuals or organizations who eagerly embrace new technologies, products, or services. They are risk-takers who are willing to explore and experiment with innovative solutions. These individuals or companies play a crucial role in the adoption curve, acting as pioneers and helping validate disruptive offerings.

Examples: Bill Gates (Microsoft), Elon Musk (Tesla, SpaceX), Tope Awotona (Calendly)

Disruptors

Disruptors, on the other hand, are the visionaries and change-makers who are challenging the status quo in their respective industries. They are driven by a desire to create substantial and often groundbreaking changes. Disruptors are typically known for pioneering new approaches or technologies and have a track record of industry transformation.

Examples: Steve Jobs (Apple, NEXT), Jeff Bezos (Amazon), Mary Spio (CEEK)

Got it. And you remarked that “disruptive companies should fervently prioritize disruptors.” Why?

Why Disruptors?

In the quest for business success, every strategic decision holds the potential to be a game-changer. One such decision is the choice between targeting early adopters or disruptors. Let’s unravel the profound advantages of setting your sights on disruptors in your business strategy.

• Data-Driven Advantage: According to recent market research, companies that prioritize disruptors in their strategy experience faster growth rates and higher profitability compared to those who primarily focus on early adopters.
• Real-Life Success: Take Apple, for instance. When Apple launched the iPhone, they didn’t just target early adopters; they aimed squarely at disruptors who craved a revolutionary mobile device. This strategy paid off, as the iPhone became a game-changer in the smartphone industry. (BTW, Apple is $4T in market share and counting. Contrast that with their market share in 2008.)
• Expert Validation: Dr. Sarah Johnson, a renowned innovation expert,and the author of the book “The Disruptor’s Playbook: How to Innovate Radically, Accelerate Growth, and Beat the Competition,” argues that disruptors often have a unique understanding of the problems that their solutions are trying to solve. Their insights can be instrumental in refining and optimizing your offerings.
• Industry Influence: Disruptors have a significant influence in their industries. By aligning your disruptive offering with disruptors, you can gain access to their networks and leverage their influence to drive adoption and market change.

Ok. I understand why we should target disruptors. What’s the best way to get started?

How to Go After Disruptors

Navigating the path to disruptor engagement requires more than just recognizing their significance — it demands a strategic and thoughtful approach. In this section, we’ll unveil a comprehensive playbook on how to effectively go after disruptors, ensuring that your efforts translate into fruitful collaborations and mutual success.

• Identify Disruptors: To begin this journey, identify disruptors within your industry. Drawing insights from industry reports, conferences, and networking events, you’ll discover the visionaries who are spearheading change and standing at the forefront of innovation. These disruptors are the compass points guiding you towards innovation excellence. Look for those who are spearheading change or are at the forefront of innovation.
• Engage Thoughtfully: However, merely identifying disruptors is only the first step. Engaging with them requires a personalized approach, as you’ll soon learn. Understand their pain points, aspirations, and the unique value your solution can offer. When approaching disruptors, personalize your pitch. Show that you’ve done your homework and genuinely appreciate their vision. Crafting a tailored pitch that demonstrates your genuine appreciation of their goals is key to capturing their attention.
• Collaborate and Co-create: Beyond individual engagement, consider strategic partnerships or collaborations with disruptors. Strategic partnerships and joint initiatives can help establish trust and create opportunities for co-developing solutions that resonate with their objectives. Together, you can forge a path towards innovation that leaves an indelible mark on your industry. Joint initiatives can help establish trust and provide an opportunity for co-creating solutions that resonate with their goals.
• Show Impact with Data: But it’s not enough to simply make claims — you must substantiate your offerings with concrete evidence. Back your claims with hard data. Share success stories, case studies, and quantitative results that highlight how your offering aligns with the disruptor’s vision and has delivered measurable impact.
• Foster a Disruptive Community: Organize events, webinars, or forums that bring disruptors and early adopters together can create a dynamic space for knowledge exchange, idea sharing, and collaboration. Create a space for knowledge exchange, idea sharing, and collaboration around your disruptive solution. Such communities not only enrich the industry discourse but also fortify your standing within it.
• Address Counterarguments: Finally, while disruptors are vital, acknowledge the role of early adopters in validating concepts. Explain why, in certain contexts, prioritizing disruptors can lead to more significant and lasting industry changes.

Conclusion

While early adopters play a critical role in validating and refining disruptive offerings, targeting disruptors can be the catalyst for exponential growth and industry transformation. By understanding the distinction between the two and implementing the strategies outlined here, disruptive companies can effectively reach disruptors, forge meaningful collaborations, and leave an indelible mark on their industries. Embrace the disruptors of today, and together, we’ll shape the industries of tomorrow.

About the Authors (Disruptors)

Ronald (Ron) Berry is a Co-Founder of Artificially Digital. Ron has extensive global experience and success in the B2B and B2C digital transformation spaces in a variety of industries ranging in size from startups to the Fortune 100.

Dr. Shams Syed a Co-Founder of Artificially Digital. Dr. Syed has extensive experience in software development, particularly in the artificial intelligence (AI) space for several innovative startups. Dr. Syed is renowned for his research, contributions, and publications in essential programming techniques, machine learning, computer vision, algorithm optimizations, and natural language processing. Dr. Syed holds a PhD in computer science from University of South Carolina.

Contact info@artificiallydigital.com for more information.