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“Disruption happens when an existing industry faces a challenge that offers far greater value to the customer in a way that existing firms cannot compete with directly”. Professor David Rogers, Columbia Business School

To understand our passion and believe in this platform, you need to understand “disruptiveness”. 

“You can be disruptive when you are a start-up or a mature global business” Yonca Brunini, Google EMEA

These days, it’s all about disruption!

It has become the template for success. Being different and doing things differently isn’t enough anymore – you need to set heads spinning.

Disruptors aren’t just any businesses. Disruptor businesses create seismic shifts in their sectors that go beyond the legal, financial and social infrastructures. They are businesses that have the potential to alter how we think and deal with different aspects of our lives.

One thing the web cannot replace is people’s personal interaction and trust. Especially those who work closely with what they hold dear. Pieter Rubeus

If we look at CNBC’s Disruptor 50 Companies list for 2016 not all the businesses listed have household name status but they do hold one commonality. They have all redefined their sector and created a new business model and a new way of doing things. Take one of the poster-children of disruption – Uber. Entering its seventh year of business in 2017, Uber has expanded to more than 440 cities across nearly 60 countries. But it isn’t the scale of growth that is remarkable in this context, it is the way in which Uber redefined the taxi industry, forced it to take steps to protect itself, and for the paying customer, introduced a new degree of choice and freedom that didn’t previously exist.

“To be truly disruptive, truly innovative, all you need to do is start with the audience and work backwards.” Samantha Noble, Director of Strategy, Koozai

For the purposes of clarity from the get-go, challenger and disruptor, when talking about businesses or brands, are not interchangeable terms. Challenger brands are innovative businesses that have scaled quickly from start-up status and brought new thinking or enhancements to an existing marketplace. Disruptors in comparison enter a marketplace and completely redefine a category. They are a disruptive force that rattles the status quo and ultimately sets new rules. To be a disruptor in an evolving world you really need to not be afraid to take a risk. Some of the best innovators and disruptors globally have had that passion, tenacity and vision, yet have never deviated away from the true core of their business. It is interesting to see today how legacy brands and companies, such as McDonald’s or Yahoo have surrendered the mantle of innovation and disruption and now take their inspiration from new, smaller competitors.

There is a compelling argument to suggest that all businesses and brands should adopt some of the mentality of a disruptor in order to keep their business fresh and relevant. But what does that actually look like and isn’t it just a distraction, particularly in the B2B space? One of the critical challenges faced by any business is to ensure that they focus on meeting the needs of the audience(s) rather than simply selling a product or service to them.

This is by no means revolutionary, but it does reinforce what disruptors do best – approach a familiar scenario from an unusual angle and put the audience or the customer first. Rather than simply selling at them, the disruptor is providing them with something of value beyond what currently exists. This premise is never more important than in B2B where thinking about the customer journey and customer experience is absolutely sacrosanct. Ensuring relevancy, authenticity and satisfaction at every junction in that journey or experience becomes the starting point of growing a truly successful and long lasting customer relationship.


 Understanding disruptiveness

Change is constant. And the need to stay ahead of that change is constant, too. This in turn means a business that remains sedentary is at greater risk of becoming devalued. Being a successful disruptor means taking risks and being visionary, but equally being critically self-aware. Effective disruption is not about gimmicks or doing things in a different way as a one off. It’s about changing the game from the chasing pack, but doing so in a way that resonates and feels true to the business or brand and the core value that is being delivered to the audience.

What disruption does is open a new way of doing things and allow businesses to step outside of the mould that they know. It also a huge opportunity to exploit and communicate your greatest business assets. The true measure of success is a business’s ability to take calculated risks, explore and innovate and really embrace the rich canvas of experimentation. So in seeing the opportunity of taking on the elements of Instant Web (Pty) Ltd, you are opening yourself up to achieve real return on investment while we remain true to what stands at the heart of our business.