Disrupt

In today’s business world, companies need to consistently make courageous moves, even at the very peak of their success. But with an excess of similar offerings in the marketplace, all claiming to be different, it is nearly impossible for businesses to get their products noticed. The differentiation is supposed to add value to a company’s products or services. But the fact is that, people are usually more comfortable with what’s most familiar, the product, service that they’ve experienced more often is the one that seems intuitively right. They are fascinated by their existing perceptions. As a result, many companies spend huge amount of money and resources by making incremental changes to their existing products and services. They somehow “stop” innovation. This is a big mistake because when a business makes only incremental changes, it finds itself in a path that gets narrower and narrower. The only cases when companies take disruptive risks (most of the times), are when they are backed into a corner and there is no other choice. But they cannot and should not afford to wait until they get backed into a corner to make the move. They should not focus only on problems, things that don’t work and need fixing, instead it would be much more effective to identify things that are not necessarily a problem and then go about them methodically, breaking them down and turning into a “disrupt”.