What would happen to the disruptive business model, if we saw business models for cutting-edge companies such as Airbnb and Uber as old school?
What would happen if we instead of creating apps that are the “tinder for xx” or the “next facebook” we decided to start from a clean slate? Not being inspired by casestudies or what other people in the field we’re in, are doing? What if we didn’t focus on short- term marketing stuff but rather on longterm business models?
Is that even possible? Can we innovate business models without looking at what’s already out there?
There’s a lot of pointers going towards that redeveloping business models is a part of the ‘new’ black. I in particular enjoy the concept of ‘holacracy’ and ‘sociocracy’.
It’s needed. In particularly since the models that most companies they use today, are often the same as business models that was used 40 years ago (sometimes even more).
If you want some cold-hard case studies on alternative management structures you can find some in this article from culture zine.
The business world is in dire need for diversification. Every brand has a need to stand out these days. Enter stage: disruptive trends. Think about what Patagonia has done with their ‘buy less’ strategy. Standing out has become one of the primary reasons for selling your products. If you’re good at spotting disruptive trends, you can get ahead of the competition. But if you’re great at implementing these trends you can hit a home run with your branding. You can save a gazillion dollars in marketing because you’ve already claimed the mind space of your clients and potential clients within that niche.
This means that businesses are becoming more creative and making more state-of-the-art/ cutting-edge products – in order to gain market share.
If you can define disruptive trends and show the business world what it will look like in 3 years there a good chance that you can get ahead of the game.
I see the business world right now as a place that’s frantically looking for disruption. The “old school” disruptive brands such as Amazon and Facebook has managed the digital transition very well, but at some point they went from being idealistically based to being stakeholder and money based. I know they are not the companies that are the least disruptive (some companies are not even looking at disruptive brand practices yet).
A while back I wrote a comment for the Danish magazine Berlingske about living in a world with 800 million cover girls. Everyone can take a selfie. Is It very glitzy and glam, right? And at the same time so exponentially hollow and not grounded. I can’t tell you how many times I have met people who want to talk about using social media to promote a not-relatable, guru-like brand. Mainly because the brands themselves, think they are better than the people to whom they are relating. I can’t begin to describe how many business plans and yearly reports I have seen the word “connect” and “relationship. Then when it comes to disrupting a brand by connection and creating relationships, businesses chicken out because they are afraid of losing value by being “among the crowd” and not sitting on their high horse.
Want to build a truly disruptive brand these days? Turn to the relatable and the nearness. See people eye to eye. The small things. The daily execution. It might not look innovative on a day to day basis, but keep that course, put it in your communication and marketing plans, and you will be disruptive entire industries.