Disruption from a Marketing Standpoint
Once a quarter, I turn to this topic and think of something “big” I could do to get people’s attention.
More thought and effort is needed to make a difference today. Today, as I write this, I am thinking through some big ideas and deciding which ideas
meet the definition of disruption best.
Business. a radical change in an industry, business strategy, etc., especially involving the introduction of a new product or service that creates a new market:
Globalization and the rapid advance of technology are major causes of business disruption. Source Dictionary.com
Today, I am looking at all aspects of our service products to see where a change could be made to have a radical impact.
What is driving this topic for me?
Right now major companies are looking at big ways to gain market share. These actions are big and very disruptive. Some examples are the following:
- closing stores
- acquiring additional capital
- roll-out more locations
However other companies are approaching the topic of disruption by looking at radical change in some of these areas
- updated store design, (inside and outside)
- new product/service offerings
- new systems
- learning more from their clients
- reviewing personnel and processes
What am I doing in this area?
I like to follow these type of stories and find out the following information
- what is the underlying reason for these disruptive changes
- who is making these decisions
- how are different industries dealing with disruption
- are these changes affecting business in a positive direction?
Spending time in this area is more valuable to me than knowing what the latest marketing tool can or cannot do.
I am not looking to make a major disruptive decision as pointed above in the first category. I am focusing on more internal processes and looking hard at my industry and others to determine what type of strategy to pursue.
I need to be more proactive and less reactive. This process takes planning and a vision.
This process is critical to our employees and clients, and this process will be a continual work-in-process.
It is never over. It is an exciting process and a thought-provoker.
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Author: Brent Pohlman