Business Media Club blog: The benefits of being disruptive

02 Jun Business Media Club blog: The benefits of being disruptive

Being a disruptive type is rarely good in life but can have positive benefits in business.

Standing out from the crowd is always important yet too many businesses rely on the safety of the pack, hoping to snaffle a share of business simply by being like everyone else and doing what everyone else seems to do.

But what happens if someone comes along who is smarter and more savvy at describing what they do, how they do it and, significantly, why?

Disruptors are often market leaders – innovators or early adopters who do more than merely market themselves differently, they use their imagination to create better products and shape more customer friendly services.

It’s an attitude thing. You see, anyone can be different. The skill is to do better. Disruptors deconstruct. They cut through the waffle and the tech-heavy jargon and focus on what people want.

Apple are held up as an example with the iPhone, iPod and other inventions focused on the needs of customers rather than the constraints of suppliers.

You don’t have to be a tech giant to productify what you do and shape and package services into buyable products that are carefully priced, easy to understand and skilfully marketed.

We’ve all met people or businesses who can’t quite explain what they do, how they do it, how they can supply it and how much it is likely to cost.

It’s like asking for ‘some’ bread. It makes a massive difference if you’re buying a loaf, an artisan roll or the proverbial baker’s dozen.

Confusing your customers or being vague isn’t a good look. If you can’t quantify what you do and put a price on it, how can people decide whether to buy it or not?

Sounds like basic marketing, right? Yet, many professional providers work this way, trooping through networking groups aimlessly trying to sell a service few people can figure out how to buy.

Don’t get me wrong. One size rarely fits all, we all like a bespoke service rather than an off the peg number and often there are unique parameters to each job. But it has to be based on something and is a key to winning business.

In short, it’s a wrap. Packaging isn’t discounting – though rounding down rather than up usually makes sense when it comes to winning new customers. It is about presenting appealing options to buy and daring to be different.

In June’s Business Media Club webinar we’ll show how you can go to market in a fresh, innovative and original way.

For further information visit our Business Media Club page.